Description
Scope
This report was conducted by NIQ/GfK Consumer Life – 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.
Table of contents
- Summary
- Population and Mindset
- Consumption
- Appendix: Methodology
BENEFITS OF CONSUMER LIFE REPORTS
Get insights into every facet of people’s activities, desires, and needs
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.
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.
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.
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.
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.
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.
