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If you know how people's lives are changing, you can be a part of that change.


Answer your burning questions about specific trends, segments, and markets with our on-demand Consumer Life reports.

Immediate insights into your target customers' life

Change, especially in these disruptive times, is inevitable. Consumers' lives have been upended, and it's impacting their attitudes, values, concerns, and behaviors. You need the right insights to keep up. Our Consumer Life reports are available on-demand and give you knowledge about all aspects of people's lives, including their aspirations, personal values, future world outlook and concerns, lifestyle behaviors, hobbies, consumption behaviors and usage in health, finance, mobility, technology, media, and much, much more.


The Insights from these reports are part of GfK's Consumer Life, which 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 the most comprehensive information about the people they want to reach.

Featured reports

The knowledge bank

Consumer Life Reports: Consumer Behavior, Lifestyle & Trends | GfK
Know how people embrace the internet of things

Are smart homes for the early adopters, or are they moving mainstream? Understand how consumers are integrating tech into their homes and their biggest concerns.

Get the Smart Home 

Consumer Life Reports: Consumer Behavior, Lifestyle & Trends | GfK
Learn about people in a region of the world

Geography, politics, and societal norms can unite and divide. Learn about how these factors impact people in our reports detailing Europe, China, or Latin America.

Get the Global Places Report

Consumer Life Reports: Consumer Behavior, Lifestyle & Trends | GfK
Get to know your target group or segment

Better understand who your target group is, how reach them, and what kind of marketing messaging and communication resonates with them.

Get the Roper Consumer Styles Report

Consumer Life Reports: Consumer Behavior, Lifestyle & Trends | GfK
Know what your customers value

Values impact shopping behavior. Can you show that you value the same things as your target customers? Develop marketing that resonates and reach your customers.

Get the Value Factbook

Consumer Life Reports: Consumer Behavior, Lifestyle & Trends | GfK
Break down insights by demographic

Targeting a specific demographic? You should get to know everything about them. Break down demos with reports on Gen X, Millenials, Post-Millenials, or Boomers.

Get the Generation Reports

Consumer Life Reports: Consumer Behavior, Lifestyle & Trends | GfK
Understand how lifestyle choices impact purchasing behaviors

Will we forever move to contactless payments? Is health and wellbeing the most important trend facing consumers? Get a deep dive into various lifestyle choices and how they impact your brand.

Get the Global Lifestyles Report