New Independent Study about Gardening: “Extension of the Battle Zone”

Which needs, motivations and strategies do consumers have in the area of gardening? In what way do consumers differ from one another? Are there different “gardener types” or is there just “the one gardener” in Germany?

GIM has researched these and many other questions in the scope of their new independent study ”Extension of the battle Zone” on the Topic of gardening. This study presents a typology identifying four different gardener types.

The Research method of this study is based on 1,000 representative online interviews (basis of the segmentation) followed by an ethnographic study comprising of in-home interviews at the consumers' homes (the identified types “come alive”).

Core results of the study: the four different gardener types do not differ much regarding their segment-specific purchase behaviour or regarding their motives for gardening (e.g. “Which purpose should the garden serve for me?”, “How much work am I willed to invest?”).

Click here and visit the webpage of our study – where you can download a free pdf on the topic!

If you have questions about our gardening study, please do not hesitate to contact the research managers of this study Benjamin DennigSebastian Klein or Clemens Breuninger.