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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 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, 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.

2.1X

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

18%

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

78%

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 tactics - 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

Video

Human vs AI: Can ChatGPT outsmart a CMO?

GfK’s CMO goes head-to-head against the latest craze in AI, ChatGPT, to debate the latest trends and how marketing leaders should pivot based on them. Who will come out on top – human or AI?

Watch the debate

A growth strategy response to economic stagflation

Lead the charge on growth during recession with innovative strategies based on consumer-centric, evidence-based marketing. Get unmissable growth hacks that will harmonize both your short- and long-term ambitions.

Webinar

Leveraging trends to stay ahead of tomorrow's consumer

Join the trends experts at GfK Consumer Life as they deliver strategies to help brands plan for today – and innovate for tomorrow.

Join the trends experts at GfK

How FMCG brands can capitalize on soaring eco-consumer spending power

There is a growing business imperative to act sustainably. In the long run, markets cannot thrive without the stable, productive economies that climate change puts at risk, while in the near term, consumers are demanding sustainable retail. What changes are you making?

Spotlight on

GfK Growth Architect

A new approach to segmentation and targeting to drive your marketing strategy and accelerate sales and revenue growth on both the short and long term.

Learn more