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Consumer Styles

What is GfK Consumer Styles?

The GfK Consumer Styles dataset is a key for unlocking valuable information regarding the consumer behavior - and its underlying causes - of your target groups. Research suggests that consumer behavior is strongly influenced by a given group's worldview, so understanding more about this allows you to position your products and services more effectively.

GfK Consumer Styles includes the following consumer profiles:

  • Dreamers - Motivated to achieve happiness
  • Adventurers - Driven by passion
  • Open-minded - Seek a balance between self-actualization, social responsibility and pleasure
  • Homebodies - Desire material security and status
  • Rational-realists - Value hard work and responsibility
  • Organics - Search for sustainability and self-actualization
  • Settled - Long for peace and harmony
  • Demanding - Seek a balance between responsibility, duty and pleasure

How can GfK Consumer Styles help me?

The GfK Consumer Styles dataset gives you a better understanding of the consumer behavior of your target groups, allowing you to tailor your marketing and sales activities more strategically. Alongside other relevant GfK datasets, GfK Roper Consumer Styles serves as a solid foundation for your location planning/assessment and (direct) marketing endeavors.

GfK Consumer Styles is available for the following countries:

  • Denmark 
  • Finland 
  • France 
  • Germany
  • Hungary 
  • Norway 
  • Portugal 
  • Spain 
  • Switzerland

This dataset is ideal for microgeographic analyses, with data down to the level of street segments.



Alexandra Deutsch - GfK GeoMarketingAlexandra Deutsch
T +49 7251 9295 170

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