Diaries

Exploration of certain consumer behaviour, attitude or personality patterns

Method
For a defined period of time, test persons enter information that is relevant for the study (e.g. analysis of media usage, consumption behaviour) in a structured GIM diary.

Apart from that, they also have to do creative exercises (e.g. creating collages). Diaries are often used as preparatory step for other qualitative methods (e.g. group discussions).