When maximizing growth is your key focus, uncovering growth opportunities needs to be the foundation of your strategy, requiring a data-led evidence that patterns the market to reveal the pathways to increased demand, revenue and new territories. Mapping the market through a lens of quantified demand entails breaking down the consumer landscape into meaningful parts, achieved through a deep understanding of the intersection between consumers' mindsets and category behavior in context. This process structures consumers’ worlds to reveal consumers pathways to category demand, the demand entry points.
Segmenting purely based on demographic data will no longer deliver the sales and growth results you need. Instead, you need a more meaningful and pragmatic definition of your segments, segmenting consumers according to their drivers of demand. Understanding the different clusters of consumer mindset based on their explicit and implicit drivers of choice derives actionable, meaningful consumer segments bringing clarity to targeting decisions.
By understanding category predispositions, you can identify consumers' involvement, influence and passion for the category and pinpoint whether consumers have a preference towards premium, innovation, value, brand or individuality. This makes your targeting tactics more effective, and ensures you can align them with measurable brand KPIs.
Meanwhile, implicit purchase drivers align with consumers’ intrinsic forces of choice and shed light on their deeper values and attitudes. By clustering consumers based on their beliefs and attitudes, you’re better able to help customers address their inner drivers, and connect on a greater level with your brand — feeding directly into your longer-term brand building efforts.
By further layering these consumer segments with the “6 W” contextual framework, GfK Growth Architect unlocks the best of both worlds. You uncover consumer context, and their motivations to close the gap on their needs with positioning that solves their “jobs to be done” and boosts your short-term sales efforts, while building mental connections with your brand that drives top-of-mind awareness across prioritized growth spaces. With this, your brand becomes an indispensable part of the consumer’s life: delivering both practical value that drives purchase and an intangible connection that keeps them coming back.
A layered perspective of the consumer landscape in terms of HOW and WHAT opens different perspectives on the consumer landscape providing different stakeholders with the insights they need to do a great job. The intersection of both perspectives results in a variety of possible combinations. By patterning the similarities and differences GfK Growth Architect identifies relevant growth spaces for your business, across your brand and product portfolio.
Achieve consumer centricity in all your actions. Base your consumer segments on category predispositions combined with deeper underlying values that influence people’s choices.
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Fulfil consumers’ needs based on their ‘moments of consumption’. Use rich insights on functional and emotional benefits sought, product requirements to serve and situational context.
Growth Landscape
Identify relevant growth spaces and pattern differences and similarities in a single holistic framework. Use Growth Landscape as the foundation to design your strategy of where to play and win.