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Consumer Research


New approach to use global consumer trends

New approach to use global consumer trends

GfK Roper Consulting has launched a new marketing approach to pinpoint changing global influences on consumer behaviour.

The new TrendKEY approach provides unrivalled insight using substantial and verified data, whereas previously, using trends for business planning has relied primarily on predictions from consultants and analysts.

TrendKEY is derived from Roper Reports Worldwide, the world’s largest survey of consumer attitudes, values, and behaviours.
It provides precise information on trends so that businesses can understand the impact they have on consumers.
It covers the four major factors currently driving consumer behaviour: geographic, lifestyle, lifestage and value trends, and identifies18 major global consumer trends across 25 markets worldwide.

TrendKEY consists of a range of specific approaches, which may be accessed separately, or in combination, according to specific business requirements and budget.

These include two solutions that enable marketers to undertand how important each of the trends is to a specific consumer group; an off-the shelf solution to understand how trends affect standard groups a customised version of the above that shows how the trends affect consumers that fit into business’ specific target group definitions.

The final, crucial stage involves proprietary methods of using this information to develop new products and campaigns.
Nick Chiarelli of GfK Roper Consulting said, “By pooling our research resources we can offer invaluable marketing information upon global trends to businesses across all industry sectors, and at many different levels.
Businesses need to be more aware of the impact of global trends that affect their markets and their target customers in order to reach the right audience for their individual products or services.”
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