GfK LivingStyles
The heterogeneous nature of target groups in the homes and gardens market, where everything revolves around taste (style & design) and use (function), makes it very difficult to define these groups clearly in order to facilitate a targeted approach for the relevant sales and marketing.
The analysis of survey findings purely on the basis of demographic key data, such as age and gender of respondents, does not always convey a meaningful picture of consumers. GfK LivingSyles provides industrial and retail companies in the sectors of building, living, DIY and gardens with the information they need in order to identify their target groups, understand them better and service them accordingly. This includes the analysis of attitudes towards living and interior design overall as well as towards specific products and brands. Target group behavior is also analyzed in terms of information and shopping behavior, and furnishing habits.
GfK LivingStyles are defined on the basis of the GfK Household Panel, which means that all the key market data on the major markets relating to homes and gardens is taken into account.
Oliver Schmitz
Tel. +49 911 395-4469
oliver.schmitz@gfk.com