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GfK Consumer Life

Understand all aspects of people’s lives. Not just the what, but the why, the why now, and what to do next.
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Insights into every facet of people’s activities, desires, and needs

GfK Consumer Life is the most comprehensive and longest-standing consumer trend study in the world. Its data has been collected annually since 1997 from over 30,000 consumers in more than 25 countries, providing market leaders with detailed information about all aspects of people’s lives, including their aspirations, personal values, future world outlook and concerns, lifestyle behaviors and much more.

Putting the consumer at the center of your business strategies

The lives, attitudes and concerns of consumers are rapidly changing. With the right insights, you can leverage these changes to stay ahead of trends and adapt to new demands.

GfK Consumer Life enables marketing, innovation, and strategy leaders to create successful, fact-based plans for the future, so you can connect with your customers today, and tomorrow.

Envision the future and anticipate trends

Understand fundamental forces driving consumer mindset shifts in attitudes and behaviors to anticipate changing wants and needs. Identify opportunities in your category, demographic, and market and prevent yourself from being blindsided by quickly identifying potential disruptors.

Know how your consumers are similar...and different

Segment consumers by any number of demographics, psychographics, or attitudinal behaviors to quickly, and quantitatively demonstrate consistency and gaps, ensuring that you adjust marketing and outreach accordingly.

Understand how personal values and lifestyles evolve

The world is changing rapidly, and it influences consumers’ ideals and actions. Know how their personal values evolve over time, how that impacts their actions, and what it means for your communications and brand portfolio strategies.

Grow and innovate in new products and markets

Use consumer attitudes and behaviors to identify and fill gaps or expand into new markets which present opportunities. Inform product development, marketing, and strategic growth and market sizing.

Craft messages that resonate with your target group

Ensure that marketing and sales efforts are prioritized and successful by matching your messaging and unique selling points according to customer wants, needs, and changing expectations.

Identify future outlooks for longer term planning

Gain insights into how consumers see the world evolving, and how that impacts their plans, their purchasing decisions, their lifestyles, and more. Our focus on leading edge consumers provides insights of trends before they become mainstream.

The predictive power of trends

25 years of global trend tracking and insights from GfK Consumer Life have foreshadowed mainstream-consumer movements. Here are a few of the trends we forecasted, and a look ahead at what we’re watching for the future.

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Insights tailored towards your needs

Consumer Life is available in a variety of formats to ensure you have the intelligence you need, when you need it, saving you time, money and hassle. From syndicated reports to answer key questions by category, market, trend or demographic, to 24/7 online data access for you to analyze on your own to consulting services tailored to your custom questions, and more. Our unrivalled breadth and depth of coverage ensures that we can answer your burning questions quickly and cost-effectively. And our quantitative rigor ensures you –and your key stakeholders- that you are making decisions based on solid and reliable information.

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Ready to use reports about specific topics, segments, markets, or trends

Syndicated reports like our Market Briefs, Generational Reports, TrendKey, and need-to-know reports on topics like brand trust, global lifestyles, retail, technology, wellbeing, and more answer your most pressing business questions immediately.

Customized reports for your specific questions

Get reports tailored to your needs, specifications, and formats. Our experienced team of consultants will work with you to create a custom solution leveraging any number of GfK proprietary data sources as well as your own. Our solutions can be as client-involved or as turnkey as required, from development to delivery.

Get an overview of our Consumer Life reports
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Ongoing flow of insights to keep you in the know

Consumer attitudes and behaviors are changing constantly. To keep up with all the changes, you can subscribe to an ongoing curriculum of advisory services, reports, and data access so that you are always up to date and in the know. Subscription services are available globally and are tailored completely to your needs.
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Custom insights and support from our experts

Not sure where to start? Whether it’s getting smart on new markets or looking into the future for the next new thing, our team of seasoned experts is here to help. From hand-on collaborations, to turn-key strategic reports and workshops, the Consumer Life Team will help you and your organization unlock today's insight into tomorrow’s future opportunity.
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How clients use GfK Consumer Life

  • Rollei-Logo_black 2-1
    Supported by GfK's TrendKey Framework, we have identified growth areas for our future strategy. We use the findings, for example, in decisions on marketing strategy and product portfolio. Thanks to the joint workshop, all employees are now aligned with the strategy and have the big picture in mind for every upcoming business decision.
    Thomas Güttler
    CEO, Rollei
  • trinamix logo dark square
    Our workshop with the GfK Consumer Life team was extremely valuable and gave us a deeper insight into consumers’ attitudes, concerns, and behaviors. All of our questions were answered in a way that will help us to further pursue our business objectives. We are looking forward to working together in the future.
    Vera Kockler
    Marketing Manager at trinamiX GmbH
  • Nissan Logo Square Transparent
    Consumer Life from GfK provides top level insights into the macro trends and values shaping the consumer. Understanding and deeply diving into specific generations give us a solid understanding of our future customer’s mindset, while the analysis based on the data in Consumer Life helps us sharpen our strategies and focus on the attributes that matter.
    Alka Baijal
    Sr. Manager, Nissan North America
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