Motive research (GIM MovIn)

Determining and understanding consumer motives situationally 

As one of the central success drivers of marketing, the identification and measurement of consumer needs and motives poses special challenges to market research: Especially in the area of consumer goods, it is extremely difficult for the subjects – the consumers – to verbalize causes (motives) for their own actions. This is because needs tend to be triggered in specific situations and can therefore only be experienced and reported «in the moment».

GIM MovIn provides a map of human needs and motivations for action within a product category – and in specific consumption situations. From this mapping, we can directly derive the consumer insights and associated product benefits that are relevant to you. GIM MovIn also identifies «motivational target groups»: These are consumers with very specific need structures within a product category.