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Consumer Life

Predictive trends to identify tomorrow’s opportunities

Around the world, consumers’ lives are transforming at unprecedented speeds. These shifts present huge challenges for brands – but also point the way to extraordinary opportunity.

GfK Consumer Life is the longest-running and most comprehensive study of changing values and lifestyles around the world. The 25+-country database and related perspectives provide a rich understanding of key markets and categories – both today and tomorrow.

We identify how people live, what they want, and how they think. Consumer Life defines and anticipates new consumer opportunities and emerging needs, revealing

  • what are the big consumer trends and market disruptors today, and how this is likely to change in the future 
  • how peoples' values and lifestyles are evolving – and why this may impact major product categories  
  • how the generations and other cohorts are different or the same – and what companies can do to meet their needs

To help you harness the changing consumer landscape for your brand’s advantage, we provide a unique combination of unrivaled data and deep expertise. Our approach focuses on:

  • Rapid answers: our syndicated data can answer your most important questions quickly
  • Highly consultative approach: we help clients unlock trends in their categories by synthesizing primary research, macro indicators, and in-market manifestations
  • Deep and broad global reach: since 1973 in the US, and since 1997 globally 

Consumer Life clients use our insights in a variety of ways, from getting smart on new markets and consumer targets, to understanding a topic before conducting custom research to looking into the future with a bespoke trends framework. Recently, we have

  • Helped a tech giant, who had a robust understanding of consumers in the US, get a baseline view of their potential customers in emerging markets.
  • Partnered with a large media client to replicate their US segmentation in other markets around the globe.
  • Partnered with a major global retailer to develop a perspective on the “Now Gen” consumer (people born after the Millennials) to identify opportunities in the future of brick and mortar retail.  

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