Deep Consumer Insights, the Ultimate Guide to Growth

**Deep Consumer Insights, the Ultimate Guide to Growth**

Unlocking growth with data-driven customer segmentation
Use data-driven customer segmentation to keep consumers at the center of your decisions and unlock business growth.Contents

Use case one: Sourcing growth

Use case two: The bigger brand picture

Unlock the deep consumer insights you need to grow

Thank you for reading Deep Consumer Insights, the Ultimate Guide to Growth | Growth Architect

The world of marketing has seen a shift in focus from quick wins to long-term impact. Companies adopting long-term growth strategies alongside short-term activations are set to achieve sustainable results.

‘The long and the short’ of marketing effects on growth

Source: Field and Binet – The Long and the Short of it

This evolution has shifted the focus for market insight research: pivoting to ensure marketers can make bold, informed decisions on strategies that unlock maximum growth balanced between short- and long-term objectives.

This balanced approach to growth through marketing has seen higher adoption rates in Fast Moving Consumer Goods (FMCG) than in Tech and Durables (T&D). However, the long-term effects can be larger for T&D. This signals a large opportunity for Marketers in the T&D space to shift gears towards brand-building for higher growth.

At GfK we have pivoted our focus to ensure marketers can make bold, informed decisions on strategies that unlock maximum growth balancing both short- and long-term objectives.

To deliver immediate and long-term growth, brands must engage in performance and brand-building efforts simultaneously. For marketers, this means developing dual consumer-centric strategies. A strategy that ensures success within high-value segments and persuades purchase, and a concurrent strategy that reaches a broader audience with the objective to build awareness and mental availability.

A dual strategy is crucial to meet ever-demanding growth objectives. Today, marketers must win more valuable consumers by intimately understanding and delivering on their needs with remarkable products and experiences that consumers cannot live without. Simultaneously, they must invest deeply in creating unified, brand-building messages for broad audiences that futureproof growth by ensuring they win purchases by being top-of-mind in future category moments.”

Catherine Gibson, GfK Global Head of Landscaping & Segmentation

A balanced growth strategy at work: use cases

To see the full picture of growth, T&D marketing leaders must understand how short-term and long-term goals interact along a continuum: broader-perspective brand building led by global branding teams versus short-term product positioning that digs deeply into each category to uncover white spots at a local level. Let’s take a closer look at two use cases.