GIM Values
Doing research into the principles which guide the consumers‘ lives
Topic
A product is far more than just a product. For example, sneakers are not bought mainly because they are comfortable, cars not primarily because of their technical features, and luxury foods not only because they taste good. They are rather about authenticity, success, prestige, fun, harmony, fitness etc. - and thus about values!
Values are guidelines in the consumers’ lives and at the same time an expression of our culture and society. They are related to central questions such as “What is important to me in life?“ “What do I orient myself at?“ “What do I want to be like?“ “What is generally recognized and important?“
Areas of application
We have been doing research into value orientation and brand values for more than two decades. This helps you really understand your target groups: to know what they are concerned about, what they orient their lives at, what their deep convictions and motivations are.
But value research also supports successful brand management, because values often guide people when they purchase brand products: We assign values to your brands and products, as they are at the center of the consumers’ idea of a brand. Knowing the values which guide your target groups is crucial to successful brand management.
Toolbox
A group discussion is not enough to explore the consumers‘ value universe. Thus, value research must provide both sensitive and sophisticated approaches to reach its objective. We offer you the following value research tools:
- GIM Value Visuals™
Value Visuals™ refers to value research based on images and motives. It is playful instead of using standardized value statements. In practice, this is especially relevant when consumers are not able to describe precisely what a value like, for example, “tradition“ means to them (when are the connotations of this value positive, when are they negative?).
Value Visuals™ is based on a validated set of images, with each of the respective motives communicating specific values. This allows study participants to express values or assign different attributes to them in a very quick, spontaneous and playful way. Circumventing the verbal level and using images which are spontaneously comprehensible and plausible, values can be lifted to the level of intuition, thus avoiding distorting rationalizations. Studies with this tool explore the “value intuition” which is spontaneous, implicit and really relevant to the consumers’ actions and have an effect on their consumption behavior.
- GIM ICU™
Our integrated target group and brand approach is unique in this market and models the complex interaction between your target groups and brands. ICU™ explores three relevant and interconnected levels on the consumers‘ side: attitudes, needs - and values.
Learn more about ICU™
- Values & Visions 2030
Our future and value study Values & Visions 2030 maps the future, tracing the change in attitudes and values in society on the basis of central megatrends.
Learn more about Values & Visions 2030