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module-contentLIMBIC®
Using the unconscious consciously
We don’t want to be mainstream: Because shopping centers and retail parks are and will remain an urban retail location and meeting place for customers. But who are the customers today and in the future? To answer this question, Jagdfeld Real Estate began using LIMBIC® in 2014 to capture customers’ emotions, uncover unconscious decision-making patterns and make them usable for retail.
Jagdfeld Real Estate holds the worldwide unique license to use the LIMBIC®-Types and the LIMBIC®-Map in the development, revitalisation and management of retail properties.
LIMBIC® Retail Management
We create appeal in the properties we manage with a modern approach. Because with LIMBIC® we can understand the consumer better.
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LIMBIC® is based on generally recognised scientific findings from brain research, psychology and evolutionary biology and combines these with empirical consumer research. This makes customer behavior more predictable, even though over 90% of purchasing decisions are made unconsciously.
LIMBIC® reveals these unconscious reasons for decision-making and assigns all people in Germany aged 14 and over to one of seven behavioral patterns, the LIMBIC® type. This enables us to determine the ideal target group for a retail property as a brand in the context of its surroundings.
With the help of the LIMBIC® types, the target groups are divided into neuropsychological segments. The LIMBIC® types segment consumers into emotional personality structures.
According to this, the limbic model classifies seven types of consumers and consumer behavior:
- Adventurer
- Performer
- Disciplined
- Traditionalists
- Harmonizer
- Open
- Hedonists
Approximately 25,000 consumers are defined within the Limbic Types every six months, i.e. 50,000 customers per year. In this way, the LIMBIC®-Types distribution in the German population becomes visible. With the help of the best-known market media study b4p®, based on several tens of thousands of consumer interviews per year (approx. twice as many for the “Forschungsgruppe Wahlen” for the Bundestag elections), and the spatial localization of this data via a subsidiary of “Creditreform”, these types are quantified and disclosed down to six households per zip code district. In addition, representative age, gender and income distributions can be determined.
The findings of our LIMBIC® analyses enable us to carry out a variety of evaluations across all areas of media and consumer behavior – with previously unknown possibilities for brand management.
In addition, around 400 retailers (brands) have so far been located on a limbic map and assigned according to the typology. This enables us to quickly identify the best tenants for a shopping center. Recognizing the emotional disposition and tailoring brands, products and offers to the specific subconscious behaviour patterns is the great art of analysis for the positioning of a shopping center.
- Forum Köpenick
- Rathaus-Center Pankow
- City Center Bergedorf
- Stuttgart market hall
- KOMM Offenbach
module-contentYour contact person
Cengiz Herrmann
Executive Director Business Development & Innovation
JAGDFELD RE Management GmbH
Kölnstrasse 89
52351 Düren
Give us a call
+49 2421 49558 0
Write to us via
Post: P.O. Box 100652, 52306 Düren
Mail: kontakt@jagdfeld-realestate.de
Fax: +49 2421 49558 7999