Fast-moving consumer goods (FMCG) markets are underlying permanent changes, following new trends and customer needs. COVID has not only meant that these changes are constant, but has also accelerated the process massively.
In this constantly changing world, brands must continuously adapt to new needs and new target groups. For a successful communication, assortment and sales strategy, the characteristics of your target group, as well as their particularities and needs must be fully understood:
Who is my target group?
How can I activate my target group best?
How is their lifestyle?
What are their values and attitudes?
What is their purchasing behavior in the category?
What preferences do they have?
Where are barriers?
Which levers can be pulled?
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Paint a Picture gives you a 360° view of your customers
Our powerful USP The single source approach
Paint a Picture gives valuable insights through the unique combination of diverse data from one single source, the GfK Consumer Panel. We measure factual purchase behavior and combine it with queried attitudinal statements.
A sharp picture of your target group
We benefit from 360º information from our panellists on structural circumstances, usage & attitudes, values and their factual measured purchase behavior in and across the category. We integrate all relevant dimensions.
We filter the distinctiveness of your target group and draw the relevant conclusions on how to successfully activate it.
Thanks to specific insights on communication, portfolio and sales strategy you will be able to activate your key customers effectively.
GfK Consumer Panels report FMCG purchase behavior in 17 countries based on the daily scan of purchases from 118,000 households. For our Paint a Picture approach we connect the measured factual purchase behavior of your target group with attitudinal facts and deliver a clear picture of your target group (e.g. heavy buyers or other focus segments)
By bringing together all relevant dimensions we provide an integrated, 360º view of your target group.
Paint a Picture Dimensions
By embedding the analysis in the GfK Panel, a 360° target group profile is achieved
Paint a Picture gives valuable insights through the unique combination of diverse data from one single source, the GfK Consumer Panel.
Characteristics of your target group
We start with a summary of the characteristics of your target group
Media usage profile
We then combine this data with advanced media usage profiling
Next, we enhance it with our detailed insights such as price and brand consciousness
Recommendations for marketing
The outcome is a detailed set of recommendations for your product development and marketing decisions
Gen Z and Millennials now make up more than half the world’s population. As they shrug off old stereotypes and create a new narrative, how can brands cater to their distinctive values and behaviors to unlock their enormous consumer power and potential?