GIM Ethno

Lifeworlds and consumption habits, the real life

Topic
In the past years, we have observed that the described “differences” in consumers‘ answers have increased. While many experts argue theoretically about what causes this phenomenon, we found a practical solution: ethnographic research. Among German research institutes, GIM is one of the pioneers in this area. Ethnography is in our qualitative research DNA!

Areas of application 
GIM Ethno focuses on places where people live and act: their apartments, their workplaces, where they shop, where they spend their leisure time. We research the lifeworlds and the consumption behaviour where it actually happens, in real life. GIM Ethno is used whenever we want to “bring to life” certain consumer types that have been generated on the basis of quantitatively calculated segmentations. Apart from that, we frequently apply GIM Ethno as a component in our automotive studies (accompanied driving, etc.).

This “bringing to life” with ethnographic methods does not only depict your target groups’ lifeworlds and makes them tangible. We have found that it also essentially increases the empathy for and basic understanding of the consumers: i.e. your customers.

Toolbox 
We meet the customers where they are. Our interviews and observations of them can take several hours or up to several days. The methods we are using are versatile: in-situ-explorations, perception walks, participating observation, photo and video documentation. In this way, we get an unbiased impression of what we need to know about people and their decisions.

We are therefore trying to be close to people: our participants fill out diaries, document settings and record observations. On the basis of these observations, we find relevant connections and are able to reconstruct actual consumption behaviour.

The result: a comprehensive and, above all, realistic image of the consumers, their motives and habits.

References
Ethnographic Research
Inhome-Interviews
Diaries
Product flyer Ethno