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GIM Ethnic Research

Insights into different lifeworlds in Germany 

Topic
Germany has always been a country with many different ethnic target groups. While anecdotal and stereotypical portrayals of these target groups prevail in the media, many companies and marketing experts basically do not know anything about them: What is the different target groups’ typical consumption behaviour? How relevant is it to them to be specifically addressed by brands? And what is the best way to reach the different ethnic groups?

For almost 20 years, GIM’s ethnic target group research has been offering answers to these and many other questions.

Areas of application 
Some of ethnic target groups that we research are of Russian, Turkish or Italian ethnicity or come from former Yugoslavia. However, we have always particularly focused on the target group with Turkish background because, with almost 2.8 million citizens in Germany, they are not only the largest market-relevant ethnic target group, they also have unusually great purchase power, the love to consume and are attracted to brands.

This is why it would be profitable for you, and many others, to research the following topics: 

  • Lifeworlds and consumption habits (based on GIM Safaris™ and thus close to reality)
  • Brand research (brand-target-group approach ICU™)
  • Communication development and tests
  • Potential analysis and media behaviour

GIM’s ethnic target group research offers central benefits for your ethnic marketing, for example an entirely independent approach with research based on well-tried methods, and a deeper target group understanding through our long-standing research expertise in this area. We are empathic experts who have worked with these target groups for years. We see ourselves as “cultural brokers” and as such, we are able to accurately translate our research results into action points. 

Toolbox 
In the scope of our Ethnic Research, we apply all of the qualitative and quantitative methods included in our broad GIM portfolio. However, for this particular purpose, it is recommended to focus on:

Reference