NewYork, 25.07.2019

GfK, NRF publish personalization white paper


lnsights from GfK Consumer Life, FutureBuy® illuminate consumer motivations, concerns

Personalization lies at the core of digital targeting, DTC campaigns, and a host of other high-profile marketing tactics. But effective personalization requires a clear understanding of consumers’ wants, concerns, and motivations around this growing trend.

To guide stakeholders of every kind, GfK and the National Retail Federation (NRF) have published a new white paper, “Decoding the Personalization Paradox,” to help brands apply personalization at scale.

Drawing heavily on insights from GfK Consumer Life, as well as GfK’s annual FutureBuy® shopping report, the white paper reveals:

  • three major societal trends that are driving the desire for personalization, and
  • how brands can leverage these trends to optimize their marketing strategy and tactics.

Click here to download the white paper

GfK’s Joe Beier (EVP, Consumer Insights) and Rachel Bonsignore (Senior Consultant, Consumer Life) – who co-authored the white paper – delivered a presentation based on these findings this week at the NRF NXT conference in Las Vegas.

GfK Consumer Life is the largest, longest-standing, and most robust study of its kind – a global data and insight service providing values, attitudes and behavioral insights in the US since 1973 and globally since 1997. Consumer Life research is based on more than 30,000 interviews worldwide each year.

GfK FutureBuy® research on online and in-person shopping covers 27 countries and 18 product categories, from home appliances to wearables to beauty and personal care. All in all, over 27,000 shoppers were interviewed worldwide for the 2019 study.

About GfK

GfK connects data and science. Innovative research solutions provide answers for key business questions around consumers, markets, brands and media – now and in the future. As a research and analytics partner, GfK promises its clients all over the world “Growth from Knowledge.”
For more information, please visit
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About NRF

The National Retail Federation, the world’s largest retail trade association, passionately advocates for the people, brands, policies and ideas that help retail thrive. From its headquarters in Washington, D.C., NRF empowers the industry that powers the economy. Retail is the nation’s largest private-sector employer, contributing $2.6 trillion to annual GDP and supporting one in four U.S. jobs — 42 million working Americans. For over a century, NRF has been a voice for every retailer and every retail job, educating, inspiring and communicating the powerful impact retail has on local communities and global economies.


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