GIM InsightActing – Brand characters in action

Integrating playfulness and interaction into market research

The new research method of GIM InsightActing brings a breath of fresh air to data collection. Abstract topics such as 'Insurances' often represent a challenge for market research, with respondents tending towards over-critical answers or popular general statements as a result of subliminal fears and a need to rationalise.

'Staging' attitudes, brands and products

With GIM InsightActing a method has been developed that circumvents this 'detuning' phenomenon and the urge to say the socially acceptable. It approaches the problem from an entirely different angle, namely playfulness.

Products and brands are tantamount to theatrical productions which can be examined using the means of the theatre as the professional location for productions. During data collection with GIM InsightActing respondents become directors and the actors their raw material. Together they bring alive brand and product characters and set them in (inter-) action.

Multidimensionality and interaction

GIM InsightActing is an approach that promotes respondents' personal engagement as data is collected and also leads to multidimensional output. Data material that often goes unnoticed suddenly becomes accessible: spoken and body language, interactions, along with the exposure of interpretative processes normally locked away out of sight within respondents' minds.