gim capital goods / b2b - gim | gesellschaft für … in a nutshell… page 3 04/2015 gim capital...
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GIM in a Nutshell…
04/2015 GIM Capital Goods / B2B Page 3
GIM is one of the biggest and most experienced institutes in Germany
4 Locations Heidelberg
Berlin
Zürich
Lyon
28 Years of Experience Qualitative and quantitative market research
Owner-led company Full Service Institute With own facilities and field department
in Heidelberg
International Research
2014: Research in more than 52 countries
Established international partner network
Independent Top Market Research Agency
Overall on rank 9 in Germany (Context List 2014)
Qualitative: Top 1 in Germany
Continuous growth, 2013 about 15%
2014 about 24 Mio. € turnover
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GIM Network Research around the globe – GIM conducts study all across the world and
provides a strong network!
GIM Network
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Global…
Customized…
Partnership…
• Cooperation with excellent local agencies –
worldwide.
• Very broad range of approaches and methods in all
markets.
• Independence of all agencies.
• Sustainability of relationships.
Why GIM?
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Multi-Specialist
Qual-Quant Link
Team Spirit
Customized Research
Large-Scale Studies
Why GIM?
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We take nothing for granted
• Consulting starts with the proposal
• Refine the objectives together with our clients is key
We provide solutions not methods
• Methods are means to an end: the research objective
determines the method of choice
• Adaptive approach: balance efficiency & detail
• Easy to understand results without lacking depth
• Regardless of quant or qual: we speak with one ‘voice’
We don’t stop with the presentation
• More than just research: we don’t just provide data,
we help to implement the results
• No hit & run: long-term client relations are our primary
goal
What we research
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Research along the
entire value chain
Markets
Target groups
Concepts
Brands
Products
Communication
Retail / POS
International Research Expertise B2B
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Africa / Middle East
Central & Eastern Europe
North America
Asia / Pacific Latin America
GIM Capital Goods / B2B in a nutshell | 1
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We can draw on a rich experience
• Conducting projects in the field of capital goods / B2B
since 1998, both qualitative and quantitative
• Expertise in content, target group specific survey methods,
and an appropriate infrastructure for fieldwork organization
specifically geared to the requirements of B2B market
research
• Need-oriented, user-specific and tailor-made B2B research
• National and international
We rely on passionate staff
• Senior research team with diverse academic backgrounds
• Team of experts for the area of “b2b technology”
• Uniform quality standards worldwide: Thanks to well-
established work processes and organization routines and
steady cooperation with experienced partners abroad
GIM Capital Goods / B2B in a nutshell | 2
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We cover a wide range of industries, trades
& product categories
• Construction systems & producer goods: e.g. power tools, fastening technologies, construction chemicals,
mechanical engineering
• Professional cleaning devices: e.g. vehicle cleaning systems, sweepers, high pressure cleaners, industrial
vacuum cleaners, wet & dry vacuum cleaners
• Heating & renewable energy: e.g. heating & ventilation technologies, solar panels, photovoltaic
• Commercial vehicles e.g. trucks, vans and transporter
• Chemical Industry: e.g. adhesive technology, cleaning chemicals, facade foil, bio- and special
chemicals, construction chemicals, passive fire prevention
• Engineering: e.g. water treatment systems, computer numerical control systems
• Transport & Logistics: e.g. aircraft construction, shipping and transport industry, storage systems
GIM Capital Goods / B2B | Research Types
• Target group understanding
• Purchase decision making analysis
• Segmentations
• Product innovation workshops
• Insight generation & visualization
• Brand core & brand development research
• Communication strategy development
• Strategic launch research
• Ethnographic research / Customer Journey
• Surveys on pricing and market potential
• …
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Ad-hoc Research
• Concept tests, concept labs / workshops
(products and communication)
• Product tests / jobsite use tests
• Usage clinics in the form of product or
handling tests under “real-life” conditions
• Usability studies
• Handling tests, packaging tests
• Communication tests, folder tests
• Touch point analysis
• Motivations & barriers studies
• Job satisfaction surveys
• …
Strategic Research
Tailor-Made &
Standardized
Qualitative &
Quantitative
Offline &
Online
GIM Capital Goods / B2B | Target Groups
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Planners Architects
Experts
Users (Purchase)
decision-makers
Engineers
Research with different target groups, e.g.:
CEOs Senior Managers
GIM Capital Goods / B2B | Case Studies | R&D | Product Clinics
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Methodology: Qualitative Methods
• Qualitative in-depth interviews in the framework of a practical application test to
generate stimuli for the advancement and optimization of a tool at the early stage
of its development
• Following the one-on-one interviews, the respondents‘ impressions are discussed
in the context of a focus group to go further into the subject and generate additional
ideas
• Parallel to the qualitative in-depth interview: participatory observation / video
observation Instead of expecting the respondents to make abstracting comments
on handling / dealing with the tool, the focus is on their direct observation and more
detailed exploration
• In a “self-reflexive” interview, the respondent comments on working with the tool
with the help of the video footage, and on draft designs with the help of models or
prototypes at an early stage of development
GIM Capital Goods / B2B | Case Studies | R&D | Product Clinics
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Methodology: Quantitative Methods
• Quantitative one-on-one interviews by means of standardized questionnaires in the
framework of a practical application test, especially at the final stage of tool
development
Guided by the interviewer: face-to-face
Self-completion questionnaire: CAPI - tablet
Self-completion questionnaire: P&P
• Conjoint measurement
• Bivariate and multivariate methods
GIM Capital Goods / B2B | Case Studies | R&D | Product Clinics
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Methodology: Combination of Qualitative & Quantitative Methods
• Quantitative survey instruments with qualitative elements
Semi-standardized surveys with a clearly open character
Integration of creative, psychological and projective techniques in
quantitative surveys
• OR: Following the quantitative interview, discussion of the respondents‘
impressions in the context of a focus group to go further into the subject and
generate additional ideas
• Parallel to the quantitative interview: participatory observation / video observation
Instead of expecting the respondents to make abstracting comments on handling /
dealing with the tool, the focus is on their direct observation and more detailed
exploration.
In a “self-reflexive” interview, the respondent comments on working with the
tool with the help of the video footage
GIM Capital Goods / B2B | Case Studies | R&D | Product Clinics
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“Testing of draft designs by means of models or prototypes at an early
stage of the tool development, but also in other phases
of the product / tool life cycle”
• Comparative evaluation of tools / prototypes (also including competitor
tools) at dimensions such as:
Handling
Ergonomics
Weight / balance
Working comfort / convenience
Performance
Working precision
Behavior of the tool depending on the working direction
Analysis of strengths / weaknesses under realistic conditions
Identification of starting points for improvements
Benchmarking
Objective
Solution
Outcome
GIM Capital Goods / B2B | Case Studies | R&D | Product Clinics
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Rich illustrative outcome as direct input for R&D
GIM Capital Goods / B2B | Case Studies | R&D | 1
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“What is the acceptance and benefit
of the innovative functional principle?”
“What should be optimized about
our new lance for high pressure cleaners?”
• Semi-structured survey (open-ended and closed questions):
Practical hands-on test
Face-to-face interview on the jobsite – observing elements included
• Extensive photo and video documentation
• Detailed information about real benefit with regard to handling and
ergonomics
• Potential for optimization as direct input for R&D
• Price: willingness to pay
Objective
Solution
Outcome
GIM Capital Goods / B2B | Case Studies | R&D | 2
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Rich illustrative outcome as direct input for R&D
GIM Capital Goods / B2B | Case Studies | Product Management | 1
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“How can we estimate the market size for floor pads
and the future market development?”
• A combination of qualitative and quantitative methods was applied
• In qualitative in-depth interviews, customers perception of the market and
future trends was explored. In addition, need gaps and decision-making
processes were identified.
• Quantitative interviews evaluated current floor pad usage, current and
future purchase volumes, trends with regard to cleaning routines and
surfaces and provided a segmentation based on customer needs.
Provided a deep understanding of the current market situation and
market size and allowed for identifying market opportunities.
Objective
Solution
Outcome
GIM Capital Goods / B2B | Case Studies | Product Management | 2
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GIM Capital Goods / B2B | Case Studies | Product Management | 1
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New positioning in specific product area.
Input for the development of a new product.
Ethnographic IDIs
• Interviews were conducted on site at the municipal maintenance yard
resp. street cleansing department
• Extensive photo and video documentation of machines used, the places
where the machines were stored etc.
Vivid representation of target group: Visualization of country-specific
particularities via multi-medial presentation of results
• Realistic information on usage, habits, routines and practices in the
application and usage context and information on purchase behavior
• Insights into target-group specific needs and expectations
Objective
Solution
Outcome
GIM Capital Goods / B2B | Case Studies | Product Management | 2
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Machines and systems in operation
Full day observation /
video documentation
GIM Capital Goods / B2B | Case Studies | Marketing & Sales | 1
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“How to sell heat pumps to installers?”
Shopping is a simple process but follows complex patterns: To understand
multi channel shopping, increasing efficiency requirements and fluid
channel profiles we need to employ multi-method approaches:
Step 1: online diary to identify shopping strategies + preferred channels
Step 2: accompanied shopping comparing different b2b retail outlets,
additional interviews with sales persons in store
Step 3: Eye tracking module to optimize shelving and POS sales tools
Actionable results for retail marketing and sales teams:
new shelf layout, improved sales tools, indications to rework
package design.
Objective
Solution
Outcome
GIM Capital Goods / B2B | Case Studies | Marketing & Sales | 2
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Online Diary
Staff Interviews Accompanied Shopping
Multi Method Approach
Eye Tracking
GIM Capital Goods / B2B | Case Studies | R&D | 1
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“How can we improve our range of industrial vacuum cleaners?”
• In order to identify need gaps and potential for optimization, users of
industrial vacuums needed to be observed in their production areas
• Hence, an ethnographic research was the method of choice
Step 1: video self-documentation of vacuum cleaning routines
Step 2: video-aided in-situ interview in respondents workplace, incl. a
product usage demonstration
Step 3: video report highlighting major usage routines and problems
Rich illustrative results served as input for the
successful development of a new range of industrial vacuum
cleaners.
Objective
Solution
Outcome
GIM Capital Goods / B2B | Case Studies | R&D | 2
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Rich illustrative outcome as direct input for R&D
Daily usage routines & storage of
industrial vacuum cleaners
Identification of problem areas
GIM Capital Goods / B2B | Case Studies | Marketing & Sales | 1
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“We plan a new brand campaign to attract a different target group.
We have a set of verbal concepts and want to know which one
matches the target group best!”
Qualitative / quantitative approach as method of choice:
Step 1: test of verbal concepts in focus groups to assess appeal and
relevance among target group representatives. In addition: identify
optimization potential
Step 2: test refined verbal concepts in quantitative online survey among a
representative sample of the target group
Clear identification of most promising communication
that turned out as a major success
Objective
Solution
Outcome
GIM Capital Goods / B2B | Case Studies | Marketing & Sales | 2
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Verbal concepts to test
Focus groups: concept discussion & optimization
Online survey: testing of refined concepts
Verbal Concept
GIM Capital Goods / B2B | Case Studies | R&D | 1
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Identification of requirements of an ideal platform for multi-
functional machines / Creation of an ideal machine
• Iterative process: innovation workshops with customers followed by
workshops with interdisciplinary representatives of our client (R&D,
marketing & sales, design, market research)
• Lead-User approach
• Professional illustrators came into operation
Objective
Solution
Outcome
Creation of 3 different solutions for an ideal multi functional machine
fitting the customers requirements perfectly.
GIM Capital Goods / B2B | Case Studies | R&D | 2
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Rich illustrative outcome as direct input for R&D
Concrete product proposals
GIM Capital Goods / B2B | Overview
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Focus Groups
In-depth Interviews
In-office
Interviews
Innovation
Workshops
Online Community
Telephone Interviews
Observation
Tasking Documents
Jobsite
Interviews
Video
Documentation
Photo Documentation
Conjoint
Price Sensitivity
Measurement
Biometric
Measurements
Mini-Focus Groups
Product Clinics