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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.
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.
The predictive power of trends
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.