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Home & Living & DIY

Against 2014, 12% more people see home as a sign of individuality. Time spent outside it is also on the up.

Consumers can sometimes be somewhat contradictory. And Home and Living and DIY buyers are no exception. Even if you already have a deep understanding of your target audience, it’s not always easy to grasp their behavior. The way they live and spend their time can sometimes get lost in the bigger picture. GfK Consumer Life gives you unique, measurable data, global and regional, about all aspects of consumer’s lives and the way they impact Home and Living markets. And thanks to GfK’s smart analysis you get not just data, but meaningful market intelligence – immediately and conveniently.

How can it help you?

From smart home solutions to flexible living concepts – personal attitudes, aspirations and thoughts differ around the world. Plus, they’re changing rapidly and have a significant impact on home and living markets. Getting a holistic view of consumer and market trends, and understanding target groups and markets can be a challenge.

Stay ahead of the trend

With the current trend to greater sustainability, new models are emerging such as second-hand platforms and furniture renting models. How will the trend of sustainability affect your business? Is it a threat or a new opportunity? As consumers look to express their individuality more, how should the trend affect your product development? And as smart-home solutions move into the mainstream, which consumers should you target first?

To stay ahead of these and other current trends, you need a complete understanding of the consumer trends. GfK Consumer Life’s long-term framework gives you all the information you need to take into account for targeted, structured strategic planning.

See what´s driving consumers

How does life stage influence consumers’ values, needs and lifestyles? And how does it affect their household furnishings and equipment? How does the younger generation – the next generation of home equippers – tick. What resonates with them and how can you best win them over? Who are the gardeners or home improvers today and tomorrow? How do attitudes, values, lifestyle and living conditions of your target group change and what does it mean for your marketing or product development?

GfK Consumer Life can give you a broader understanding of your target group beyond your product category. Its data lets you keep track of potential focus target groups, such as smart-home users or premium buyers to inform your future product development or positioning.

Expand into new markets

What makes Asian consumers tick? How similar are their aspirations, values and lifestyles to Europeans? How can you target them effectively? What are the common denominators with which you can develop campaigns that will appeal across markets with only limited adaptation? How do you address new regions? What cultural differences are there how do they differ from consumers in your home market?

Whether you’re looking to expand into new markets or you want to compare markets and evaluate the stretch potential of your strategy, with GfK Consumer Life reports you can reliably assess the challenges and opportunities for your expansion thinking and planning.

Consumer Life in real life

Take a look at our case studies to see how other home and living clients have benefitted from Consumer Life’s data.

Download more Case Studies 

The information you need, the way you want it

Consumer Life puts a wealth of data covering all aspects of home and living consumers’ lives at your fingertips, all backed up by a dedicated team of researchers and trend analysts. To help you get the most out of it, we offer a range of flexible service levels that you can tailor to meet your day-to-day needs.

Decide for yourself:
• Online access to data pools
• Ready-to-use insight reports
• Custom insight reports
• Customized consultancy

Whichever you choose, Consumer Life gives you a single, robust source of reliable market intelligence that saves you time and gives you the information you need, when you need it.

Contact your Consumer Life experts:

Petra Sueptitz
Your contact for DACH

Drop Petra a line

Jens Goebbels
Your contact for UK

Drop Jens a line

Dominika Grusznic-Drobińska
Your contact for Poland

Drop Dominika a line

Kristina Narykova
Your contact for Russia

Drop Kristina a line

For all other countries please contact