In today's market landscape, it is more important than ever for companies to understand not only the what and how, but also the why behind consumer behaviour. This is where motivational research plays a crucial role.

Motive research is concerned with analysing the motivations that drive the actions of individuals. In the context of market research, the aim is to investigate the psychological, social, cultural and emotional factors that influence consumer decisions. These include, for example, needs, desires, fears, values, practices and expectations.

With GIM MovIn, we interview consumers directly in the consumption situation, for example while they are eating a yoghurt, or get consumers to put themselves mentally in the situation.

In studies based on imagination, we work with questionnaires and drawings that show the consumption situations. Such sketches serve as a projection surface and make the needs tangible.

At GIM MovIn, consumer motives are determined situationally, for specific consumption situations: in the evening on the sofa at home, during the day in the kitchen with the child, during a working day on the road in a motorway service station, on a park bench, etc. We research the relevant motifs and product requirements for each situation.

This enables us to provide you with a quantitative map of consumer-related needs and motivations for action within a product category.