Lifestyle typology
All too often, target groups are defined in terms of simple criteria such as age, sex and income. However, a holistic view of individuals must also make statements about their values, attitudes and emotions. GfK Roper Consumre Styles provides a multidimensional portrait of the individual, enabling individual target groups to be accessed and understood.
GfK Roper Consumer Styles
The GfK Roper Consumer Styles represent an international instrument for consumer segmentation, which builds on decades of experience in the field of value-based research. This lifestyle segmentation with international application facilitates consistent target group orientation while supporting the marketing effort of companies – from target group selection to development, product testing and target group-specific optimization of communications and direct marketing.
Globally Validated Lifestyle Segmentation
Irrespective of different national consumer and social groups, the GfK Roper Consumer Styles have confirmed basic value systems and consumer habits across the globe. Each of the GfK Roper Consumer Styles can be found in every country. Mentality-based differences between countries and regions are reflected in the varying sizes of the relevant target groups. Additionally, national features can be analyzed and highlighted on the basis of differentiated data on values, brand and leisure activity preferences.
An Efficient Instrument
A concise set of questions enables the allocation of each individual to one of the GfK Roper Consumer Styles. This link facilitates access to all previously collected quantitative and qualitative data on this particular GfK Roper Consumer Style. Custom research segmentation benefits, in particular, from the newly developed option of describing company and product-specific target groups comprehensively and three-dimensionally at minimum cost and addressing these target groups directly through corporate communications.
National and International Marketing
The GfK Roper Consumer Styles can be used and implemented in the overall marketing process and are suitable for national as well as international target group analysis.
The spectrum ranges from
- analyzing lifestyles and the associated product preferences,
- to brand/company positioning
- and target group-specific optimization of communications, media planning and geomarketing.
By linking the Consumer Styles with the consumer database of the Roper Reports Worldwide (established by Elmo Roper), it is now possible to analyze lifestyles in conjunction with worldwide consumer trends for the first time and carry out international database analysis of target group structures and consumer behavior. At present, the new typology is already available for over 40 countries across the five continents.
Panel Integration
By integrating the information with the GfK Group’s consumer panels, the data collected to date on the various lifestyles is put in direct relation with real purchasing data.
The new typology has also been integrated in Media surveys. As a result, statements can also be made on the media consumption of the various styles in Germany.
Potential Application
Comprehensive market data is available for analyzing and describing consumer habits in your markets on the basis of the GfK Roper Consumer Styles. In addition, the GfK Roper Consumer Styles can be interlinked with almost every other GfK market research instrument, depending on your specific requirements and the questions you intend to examine.
Examples include:
- Brand positioning analysis
- Strategic target group planning
- Product development, product and concept tests
- Extrapolation of potential
- Optimizing communications
- Product optimization
- Media planning
- International market, target group and trend analysis
- Developing national and international marketing strategies
Click here to find out more about GfK's lifestyle typology GfK Roper Consumer Styles (pdf).
Thomas Peichl
Tel. +49 (0)911 395-2700
Fax +49 (0)911 395-4024
thomas.peichl@gfk.com
Dr. Matthias Hauck
Tel. +49 (0)911 395-3638
Fax +49 (0)911 395-4024
matthias.hauck@gfk.com