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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.  

Sign up for updates from Consumer Life

It’s easy to get our quarterly newsletter, “In the Know,” which includes Consumer Life insights, announcements, and opportunities. Sign up today!

Latest Insights

Here you can find the latest insights for Consumer Life. View all insights

    • 07/25/19
    • Fashion and Lifestyle
    • Home Appliances
    • Financial Services
    • Media and Entertainment
    • Retail
    • Technology
    • Automotive
    • Consumer Goods
    • Consumer Insights
    • Marketing Effectiveness
    • Point of Sales Tracking
    • Shopper
    • Trends and Forecasting
    • Consumer Life
    • United States
    • English

    GfK, NRF publish personalization white paper

    GfK and the National Retail Federation (NRF) have published a new white paper, “Decoding the Personalization Paradox,” to help brands apply personalization at scale.
    • 07/10/19
    • Retail
    • Technology
    • Consumer Goods
    • Consumer Insights
    • Shopper
    • Trends and Forecasting
    • Consumer Life
    • United States
    • English

    At NRF NXT, GfK will help retailers, brands apply personalization at scale

    At NRF’s upcoming conference NRF NXT, GfK trend experts will reveal consumers’ needs, desires, and concerns about targeting and personalization
    • 06/26/19
    • Technology
    • Automotive
    • Consumer Goods
    • FMCG
    • Media Measurement
    • Consumer Insights
    • Trends and Forecasting
    • Consumer Life
    • United States
    • English

    GfK picks Wagatha to lead Consumer Life in North America

    He brings over 25 years of marketing, research, and consulting experience to this new role.
    • 04/29/19
    • Home Appliances
    • Technology
    • Consumer Goods
    • Energy
    • Home and Living
    • Consumer Insights
    • Trends and Forecasting
    • Consumer Life
    • Smart Home
    • United States
    • English

    At DCX, GfK's Sheehan will focus on Smart Home, Gen Z

    Will deliver insights on consumers and smart technologies from GfK Consumer Life research
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