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GIM Consumer Immersion

Seeing the world through the consumers’ eyes

Topic
Consumer Immersion does away with the artificial studio and interview situations. Researchers but also product developers, marketing executives or in-house market researchers immerse into the consumers’ world. This can be a several-hour-long experience in form of an accompanied or participating ethnography, but it can also last one or even several days in the scope of “co-living” or “co-working”. 

In this way, we get to know consumers’ everyday lives and how they act in daily life, in general or with regard to specific categories. We get to know how their thinking, their feelings, their habits and contexts translate into individual evaluations and actions. We get to know the real motives for their actions in daily life and which needs actually have to be catered for. In other words: with this holistic experience of the consumer perspective, we identify hidden, implicit, practical and contextual “need gaps” and presents solutions that are relevant in consumers’ daily lives. 

Areas of application
Consumer Immersion is recommended if you want to identify the true needs that are relevant in real life. On the basis of these results, you will be able to develop practical and valid offers like concepts, products and services.

  • Identification of needs and motives in the context of consumers’ lifeworlds
  • Analysis of category behaviour and the underlying relevance structures, expectations and desires
  • Development of concepts for products, services or brand positionings
  • Product tests and product optimisations


Consumer Immersion is based on both, your and our involvement: due to the fact that you, as our client, immerse into the lifeworld of the consumers yourself and take on this “different perspective”, you will be able to “keep thinking from the consumers‘ perspective”, and to let yourself be guided by this perspective during the development of concepts or product offers.

Consumer Immersion is your hotline to your customer!

Toolbox 
GIM has a large number of techniques and tools with which Consumer Immersion projects or programs can be designed. They differ in depth and width of the immersion and can be tailored to the client’s employees and time schedule.

Consumer Immersion can include the following methods:

… Ethnographic methods: like, for example, accompanied shopping and participating observation guided by GIM.

… Consumer Safaris: a journey through the actual lives and experience worlds of certain consumers/consumer groups. Journey guided by GIM and available for individuals but also for groups.

… GIM DIVE (Deep Immersion Vivid Experience): immerse into the world of the consumer, for several hours, an entire day or even several days. The immersion is preceded by a thorough introduction into the research methods used for the immersion, and into the basics of the respective target groups and topics. This intensive preparation enables our clients to autonomously immerse into their target groups‘ lifeworlds, and change the perspective on their own.

… VOC (Voice of the Customer): a training on how to interview consumers. We offer our clients an exploration/interview training consisting of a theoretical and a practical part (test interviews). If desired, an analysis training can be added, so that the clients will be able to “do the fieldwork” themselves, and also evaluate and analyse the data and draw a final conclusion, with or without logistic or research-related support by GIM.

References

Contact


For further information please contact:
Selen Destailleur
s.destailleur@g-i-m.com