If you know
how and where to reach your ideal customer,
you can get your products into their hands.

Develop better, more personalized marketing by understanding who you want to reach, how to reach them, and what communication works best for them.

Define your target group based on attributes that matter

What's the key to building strategies and messaging with the best possible return on investment? You need to identify your target segment. Not just their age or location. You need to really understand what motivates them. Who are they? What do they do? What do they value in life?  How tech savvy are they? How do their attitudes and lifestyles impact their purchasing decisions?

When you truly get to know the people you want to reach, creating the right products, crafting marketing communication, and selling your products becomes less complex. Our GfK Roper Consumer Styles are a multi-dimensional lifestyle segmentation of consumers with worldwide usability. It maps out eight distinct segments of people based on their fundamental values, attitudes, and tech affinity. Developed using extensive R&D and validated by a number of international research programs, GfK Roper Consumer Styles is the most reliable tool to understand your consumers and find the best ways to reach them.

Effectively target the right people

When you get to know the valuable insights about your target consumers, you can align your product, messaging, and sales strategies to best reach them. Our reports help you to: 

speed to insight

Get to know who they are

Understand where they live, what their household looks like, their socioeconomic status (education, income), their interests, what they value, and what they do in their free time.

user experience of application (2)

Identify what they want in life

Understand how their purchase decision process evolves, what they consume, how and what they purchase, and which product characteristics they love. 

data integration

Know how to reach them

Understand how and where they consume media, the topics they are interested in, and how they expect to connect with brands so you can best reach them.

Brand Insights

Connect all your insights

GfK's Roper Consumer Styles connects seamlessly to market research tools and marketing tools like eBus, ad hoc studies, and GfK consumer panels (in Germany) for a holistic view of your target segment.

Address segments based on their lifestyles

By understanding what makes your target group tick, you can better address their key concerns and values. Consider the following: 

  • Alphas: Are traditional and ambitious
  • Rooted: Tend to be thrifty and spend a lot of time with media - watching tv, listening to the radio, and surfing the internet
  • Trend Surfers: Value social recognition and value health and fitness
  • Easy Going: Are most concerned about financial security

RCS sample 1


roper report


Insights from the most comprehensive consumer trend study in the world

Our GfK Roper Consumer Styles reports are part of GfK Consumer Life, the longest-standing consumer trend study in the world with insights from 30,000 consumers in more than 25 countries. The GfK Roper Consumer Styles Reports help you identify and target consumers based on segmentation.

The GfK Roper Consumer Styles Reports are available as part of the standard package to annual GfK Consumer Life subscribers or can be purchased separately. 


We are using GfK Roper Consumer Styles to better understand and target our customers. The highly relevant information can be used in several scenarios, such as brand strategy, action planning, and sales and communications.

Jessica Aguilera Ramos
Manager Market Research Rodenstock

Interested in identifying and reaching your target segment?