GIM DIVE™
Immerse into your target group’s lifeworld
Topic
However, not every decider in a company is necessarily an empathic person. They often live in different sociocultural environments than their target groups. There is nothing wrong with that and it is also not an unsolvable problem for market research. Nevertheless, we know from experience that sustainable product development, and successful marketing, essentially require the deciders to change their perspectives and put themselves in the consumers’ position.
Areas of application
GIM DIVE™ presents a number of solutions to this problem. With this versatile research service, deciders can immerse into the consumers‘ world, assume their roles and see the world through their eyes. They get direct access and insights into the consumers‘ everyday lives and consumption worlds and they are, thus, able to take part in the target group’s life by thinking, feeling an acting in unison with the consumers. This can be done on different levels like culture/everyday life, product category, product usage or consumption routines.
With this method, deciders become real consumer experts. Independent of the project, they learn to act from a consumer’s point of view. This enables them to take target, and consumer, oriented decisions. In other words: GIM DIVE™ is the key to a better target group understanding.
Toolbox
GIM DIVE™ can be used very flexibly and is always tailored to the deciders' level of experience and the objectives of the study: from purpose-oriented short visits to “day-in-life” experiences that last an entire day. It is even possible to actually “co-live” with the consumers for several days. In these projects, we cooperate with culture coaches who show the deciders how to take on different perspectives and roles and reflect on them.
Of course, GIM DIVE™ can also be combined with other GIM methods like, for example, friendship group discussions, accompanied shopping, device-based observation (via video camera or webcam) or special workshops on cultural understanding.
References