What is GIM Traces?
A new, unique research offer that generates knowledge about and from mobile target groups. Taht's why we call it: "Insights from Outside".
What does GIM Traces offer?
GIM Traces stands for measuring AND interviewing!
Measuring: GIM Traces combines location data in high spatial and temporal resolution and classical socio-demographic structural data of panelists with psychographic target group data – from one single source. The key question is: "Who is on the move where and when?"
Interviewing: In addition, it is possible to conduct targeted interviews of the the panelists either directly at the POI or ex post. The key questions are: "Why did they come to my shop?" and "How did they like it?"
What is the scope of the panel (Measuring)?
GIM Traces registers the locations of several thousand panelists – based on a representative quota for Germany – almost around the clock. More than 900 profile characteristics (sociodemographics, mindset, interests, etc.) are available for each panelist. After one month, for example, tens of thousands of "movement days" are available – and up to one million after one year.
Who can be interviewed (Interviewing)?
People who have visited certain shops (POIs) during a stroll around the city, for example. They can be identified and interviewed subsequently. Surveys (incl. taking photos) can be triggered at the POI using geofencing when pre-defined locations are visited. Beacons allow to further improve the spatial resolution at the POI.
What insights does GIM Traces generate?
GIM Traces generates many diverse insights, like:
- exact movement patterns of target groups,
- exact and comprehensive descriptions of target groups visiting a location
- comprehensive information on the way a POI is experienced or the motivation for visiting it,
- insights into the advertising impact of OOH touchpoints – and many more.
Which measurement technologies is GIM Traces based on?
Geo-coordinates: permanent registration of panelists' locations thanks to continuous tracking
Geofencing: possibility of setting up of corresponding zones, including the exact duration of stay
Beacons: IOT sensors that are continuously sending out a Bluetooth signal and can thus detect locations very precisely.
What distinguishes GIM Traces from similar offers?
Firstly, the unique combination of measuring and interviewing one person of a specific target group who is on the move.
Secondly, the location of each panelist in GIM's own target group approach ICU™, which enables a holistic understanding of the consumer.
Third, the exclusive availability of the geolocation tracking app "Footprints Research" for the German market. The app has a drastically lower battery consumption compared to other apps – increasing its acceptance among panelists.
For whom can GIM Traces be interesting?
For everyone who addresses mobile target groups with their offers. For example companies that have outdoor advertising and/or mobile advertising in their media mix, stationary (retail) trade, supermarkets and DIY stores, cities and municipalities, tourism research, food suppliers, etc.
Who does GIM work with as part of Traces?
Regarding the app for registration of geo-coordinates, we co-operate with Intervista from Switzerland. The panel is provided by Gapfish.
How accurate is the registration of the coordinates?
For an exact registration of geo-coordinates, it is not necessary to locate the panelists every second. It is much more important to recognize the movement patterns. This is made possible by the repeated acquisition of the geo-coordinates. In this way, the "gaps" between geocoordinates can be filled and contacts with POIs can be registered.
What benefit does GIM Traces bring me?
Reaching target groups:
- You can measure if your outdoor advertising is effective and with whom.
- You can see whether your advertising (e.g. TV, radio, online) moves the audience ("drive to shop") and whom it moves exactly.
Identifying target groups:
- You can identify the places where your target groups move and where you can reach them.
- You can understand who your target group (e.g. visitors to your shops) is and how they think.
- You can find out how POIs (e.g. branches) are experienced.
- You can ask people about what they do at POIs and why they went there in the first place.