Consumer Life - NIQ

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Consumer Life

Understand all aspects of people’s lives. Not just the what, but the why, the why now, and what to do next.

Products / GfK Consumer Life

Products

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.

25 years of global trend tracking and insights from 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.

1997-2002

The rise of remote work

22 years before COVID-19 trended remote work, Consumer Life flagged “portable offices” as a growing reality

2002-2007

Seamless connectivity

We predict seamless connectivity when consumers start to watch TV and play video games on multiple platforms

2007-2012

From reactive to proactive health

We predict the rise in preventative medicine and wellness, when we spot a trend in proactive health behaviors

Shift towards wireless living

We redefined mobility to be “even in the home” — predicting wireless connectivity as a staple of daily life

Influencers grab the spotlight

We introduce “consumer influence as a global phenomenon” — foreseeing the rise of the influencer economy

2012-2017

The sharing economy as global movement

We predict the rise of companies offering products and services through a system of shared resources

2017-2023+

Growth in voice technologies

Consumer Life follows early adopters, to predict the mainstreaming of “voice everywhere” AI technologies

What’s next for consumers?

Expect sustainability, technology and globalization to capture the spotlight — increasingly important for consumers and brands alike

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.

How clients use Consumer Life

Testimonials

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

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

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

Learn more about Consumer Life.

Transform business decision-making for good.