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Grow your brand by targeting the right people at the right time

Identify, understand and win your most valuable customer segments in the short and long term
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Uncover and reach your target groups with the highest potential

Developing the right market segmentation strategy has become more complex than ever. What once was a project that would get refreshed every few years now needs regular updating to drive both your longer-term business strategy and objectives, as well as short term sales tactics. And as it gets perfected, your segmentation and targeting efforts are only successful when you can get your entire organization behind them. 

Get the insights you need to grow by placing the consumer at the center of your business activities
Crafting effective marketing and shopper strategies that drive sales growth and brand loyalty requires a detailed knowledge of consumers’ mindsets, their category behavior, and their underlying values.

GfK’s Segmentation and Targeting solutions cover a range of business needs for Technology Products & Durables, FMCG, automotive, retail and media leaders – from out of the box tools like Consumer Reports that allow you to quickly track changing behaviors and attitudes to in-depth consulting and frameworks that help you grow your brand on both the short and long term so you can gain market share, reach, and relevance.


more likely to have brand positioning fit to clearly-defined target groups among high growth companies (McKinsey)


of consumers in Europe are affected by the European crisis (GfK Behavior Change April 22)


of CEOs are now banking on marketing leaders to drive growth (McKinsey)

How it works

GfK’s Segmentation and Targeting solutions are backed by GfK’s 50 years’ experience in market intelligence, gfkconsult expertise, and analysis from GfK’s Consumer Life Panel, the most comprehensive and longest-standing consumer trend study in the world. In addition, FMCG clients have access to the most robust Consumer Panel database in the world, which uses shopper clusters to segment households based on their measured behavior, creating segments based on both shopper behavior and attitudes that inform shopper strategies. These rich insights enable you to:

  • Craft distinctive messaging, products, and propositions for your target groups with the highest potential to grow your brand in the short and long term
  • Develop a deeper relationship and drive loyalty by unlocking relevance and authenticity with your segments 
  • Guide all business activities - from innovation to marketing strategies - with a future-looking strategy of who to target and how large of an opportunity that segment represents
  • Track and react fast on new markets, innovation opportunities, consumer targets, and changing consumer values and intent
  • Understand the impact of different generational cohorts on your business
  • Know how different segments shop and expect to see products on shelves
  • Understand the behaviors of your target shoppers, both online and out of home, to profile them, project their potential opportunity, further optimize your marketing, and broaden your reach
  • Effectively connect all relevant GfK data (geographical data, media measurement, market insights, and more) to develop robust customer segmentations that can be rolled out across your organization with playbooks, consulting services, and more

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