GIM 50+: Deeper Understanding in a Growing Market

The growing and well-to-do generation 50+ is gaining more and more importance as a target group. At the same time, opening up this future market confronts business and trade with new challenges, requiring a tailored approach to the 50+ generation and integrating it into the marketing strategies. This requires timely adjustment to the needs of this demanding and experienced group of consumers.

The GIM 50+ research concept

• People aged 50 and older in their everyday worlds are at the center of our research.
• We explore the generation 50+ both in the studio and in their real everyday lives - at home with their families or as individuals, while they go shopping, are cooking or watching TV.
• GIM 50+ offers tailor-made research approaches for just about any issue.
• In this context, GIM 50+ follows a multi-method approach with qualitative methods and techniques allowing for both holistic and precise insights into the mental states and needs of this generation.
• The spectrum of methods is continuously extended and adjusted to consumer trends and contextual changes.

GIM 50+ methods

• In the studio: group discussions, focus groups, in-depth interviews (MindXploration), concept labs, creative workshops.
• At consumer homes: creative journals and diaries, video- and audio-based ethnographic in-home surveys.
• At the Point of Sale: accompanied shopping tours.
• At offices, medical practices, shops: expert interviews.
• At companies and in the studio: transfer workshops.
• GIM Agora: recently developed GIM 50+ online platform which provides a framework for a selected panel consisting of four different GIM segments. This panel allows for quick, inexpensive and differentiated answers.

Research for

• Insights: target group analysis, segmentation, life and consumption worlds, value and brand orientation of the 50+ generation.
• Marketing: concept development, concept tests, communication tests, brand management and brand positioning.
• Product development: ideation workshops, product tests, product optimisation.
• POS: purchase decision processes, orientation within the store and at the shelf.