Ethnography enables us to intervene where real life takes place: At home, at work, when shopping, during leisure time. With GIM Ethno, we directly and authentically observe and analyse the everyday life and consumption worlds of consumers.
The aim of GIM Ethno is to recognise the deeper needs and motivations of your target group and thus show you decision-making options that are not just based on assumptions, but on real, true-to-life insights.
What can ethnographic research do?
Ethnography is a fundamental part of our qualitative research DNA and enables us to develop a deep understanding of the complexity of human behaviour.
This method is used, for example, to breathe life into quantitatively defined consumer segments. GIM Ethno also plays a special role in usability studies in which product use is researched in a specific context, such as through "accompanied driving" in our automotive studies.
This type of "bringing to life" through ethnographic methods offers more than just a visualisation of the living environments of your target groups. These studies also significantly promote empathy and a deeper understanding of consumers.
GIM Ethno: methods and tools
Our methods are versatile and range from interviews and on-site observations lasting several hours to several days to in-situ explorations, perception walks and participant observation. We use photo and video documentation to gain an authentic and undistorted impression of human decisions and behaviour.
With GIM Dive, we literally immerse ourselves in the everyday lives and living environments of consumers. We accompany people through their daily routines and document them using multimedia. Our test subjects keep diaries, document their surroundings and record observations, which enables us to identify relevant patterns and reconstruct actual consumer behaviour.
Your contact
I will gladly advise you.
Benjamin Dennig
Research Director