To get the greatest decision-making value out of trends, it is essential to take ownership of the process – creating a highly structured trends program, or “framework” to help you gather the insights you need in one place. Involving synthesis, customization, prioritization, and socialization, this process can result in broader guidelines to use as a lens for either tactical or strategic work, or anything in between.
GfK Consumer Life: Authoritative trends for wise decision making
Since 1997, GfK Consumer Life has been asking consumers around the globe – now in 25-plus countries – about their aspirations, personal values, and behaviors. In the US, Consumer Life has been tracking trends for nearly 50 years.
We find out how consumers think about social and cultural issues, as well as family and community relationships. We then marry this with other survey data that delivers a clear picture of what consumers do on a daily basis. The result is a holistic view of the consumers – understanding what consumers feel and what they do to uncover motivations and future opportunities.