GIM MovIn'™
Situational identification and understanding of consumer motives
Topic
It sounds trivial, but it is anything but easy: Customer centricity is about recognizing, knowing and satisfying the customers‘ needs. Being one of the central drivers of marketing success, recognizing and measuring customer needs and motives implies special challenges for market research: It is especially in the area of consumer goods that they have extreme difficulties verbalizing the causes (= motives) of their own actions, as needs are triggered in specific situations, and only then can they be experienced and expressed.
Fields of application
GIM Movin'™ provides a map of human needs and motivations within a given product category, and in specific consumption situations. From this map, we can immediately derive the consumer insights and the corresponding product benefits which are relevant to you. Besides, GIM Movin‘™ identifies “motivational target groups”. They consist of consumers with very specific need structures within a particular product category.
In this context, “situational” can mean that consumers are interviewed directly in the concrete consumption situation, for example while they are eating yoghurt. But it is also possible that the respondents try to put themselves in the respective situation mentally as best they can. We have had good experiences in our studies with sketches representing the consumption situation (see Movin’ poster under “Also interesting”). These sketches serve as projection screens which make the consumers‘ needs tangible.
Toolbox
The identification of consumer motives with GIM Movin'™ is situational, that is, related to concrete situations. This means, GIM Movin’™ explores the motives and product needs related to specific consumption situations (e.g. on one’s couch in the evening; during the day, in the kitchen with the child, at a highway restaurant, on the road during work; on a park bench etc.).
Consumers are asked about intended actions (I am going to…), as they are easier for them to access than the causes of their actions (I do this, because…). Besides, we identify concrete product requirements in the specific situations.
In practice, GIM Movin'™ records the consumers‘ statements by means of a questionnaire which depicts the different consumption situations with precise and appealing illustrations.
Reference