GIM InsightActing

GIM's new research method, GIM InsightActing, brings a breath of fresh air to collecting data on complex topics that normally defy emotional access.

Namely, in the course of data collection with GIM InsightActing the respondents become directors, with actors as their raw material. Together they bring alive brand and product characters and set them in (inter-) action.

By working directly with the model, GIM InsightActing enables consumers to realise, correct and optimise complicated thoughts and ideas until they have expressed precisely what they think. Furthermore, this procedure doesn't merely reflect what is openly expressed and consciously thought, but also embraces underlying interpretative patterns and hidden attitudes.

The advantage: hitherto invisible interpretative processes come to the surface, socially desirable response behaviour is reduced and dynamic processes are vividly expressed.