gim capital goods / b2b - gim | gesellschaft für … in a nutshell… page 3 04/2015 gim capital...

GIM Capital Goods / B2B

Heidelberg, April 2015

AGENDA

1. GIM Profile

2. GIM Capital Goods / B2B

3. Potential Methodological Approach

›

04/2015

GIM in a Nutshell…

04/2015 GIM Capital Goods / B2B

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

GIM Capital Goods / B2B 04/2015

GIM Network Research around the globe – GIM conducts study all across the world and

provides a strong network!

GIM Network

GIM Capital Goods / B2B 04/2015

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?


Multi-Specialist

Qual-Quant Link

Team Spirit

Customized Research

Large-Scale Studies

Why GIM?


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

DIVERSITY

04/2015

What we research


Research along the

entire value chain

Markets

Target groups

Concepts

Brands

Products

Communication

Retail / POS

GIM Profile | Some Clients – B2B


Our Capital Goods / B2B Team


International Research Expertise B2B


Africa / Middle East

Central & Eastern Europe

North America

Asia / Pacific Latin America

AGENDA

1. GIM Profile

2. GIM Capital Goods / B2B

3. Potential Methodological Approach

›

04/2015

GIM Capital Goods / B2B in a nutshell | 1


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


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

• …


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


Planners Architects

Experts

Users (Purchase)

decision-makers

Engineers

Research with different target groups, e.g.:

CEOs Senior Managers

GIM Capital Goods / B2B | Target Audiences


GIM Capital Goods / B2B | Case Studies | R&D | Product Clinics


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



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



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



“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



Rich illustrative outcome as direct input for R&D

GIM Capital Goods / B2B | Case Studies | R&D | 1


“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




http://www.myhomenews.de/wp-content/uploads/2012/12/hochdruckreiniger.jpg

GIM Capital Goods / B2B | Case Studies | Product Management | 1


“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



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



Machines and systems in operation

Full day observation /

video documentation

GIM Capital Goods / B2B | Case Studies | Marketing & Sales | 1


“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



Online Diary

Staff Interviews Accompanied Shopping

Multi Method Approach

Eye Tracking



“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




Daily usage routines & storage of

industrial vacuum cleaners

Identification of problem areas



“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



Verbal concepts to test

Focus groups: concept discussion & optimization

Online survey: testing of refined concepts

Verbal Concept



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.




Concrete product proposals

GIM Capital Goods / B2B | Overview


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