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GfK Global Places

If you know what influences people in a given region, you can adjust your strategy to be more authentic.

Where people live has an impact on how they see the world and what they choose to buy. Understand what makes them tick with our reports about consumers in China, Europe, LATAM, and India.

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Get to know about life in different regions of the world

Geography, politics, and societal norms all have a major impact on our lives. They impact how we interact, what we think about, and our shopping behaviors. For example, in China, harnessing the latest technology is imperative. In Europe, people are less enthusiastic about technology. In Latin America, people's top concerns are around crime and lawlessness, whereas in other regions, consumers are more worried about the environment.

So what really matters to your target customers? And how does it impact your business, particularly if you want to expand into new territories? Our Global Places reports immerse you in the daily lifes of consumers in regions like China, Europe, Latin America, and India. You'll get to know what unites each region and which local nuances within the regions to look out for. You'll understand consumers' aspirations, personal values, future world outlook and concerns, lifestyle behaviors, hobbies, consumption behaviors and usage in health, finance, mobility, technology, media, and much, much more. Use these insights to produce and market the right products for the right people in the regions you want to reach.

Tailor your strategies to regional needs

Localizing your approach ensures that you come across more in tune with the wants and needs of consumers in a particular area. By understanding consumers in your target regions, you can develop successful go-to-market strategies for new regions or adjust course in your current territories based on changing consumer needs.

Know their current mood and future outlook

Get in their frame of mind to plan when and how to best expand in each region. Understand their confidence moving into the future - are they optimistic? Do they feel financially secure? Are they better or worse off than a year ago?

Understand their beliefs and lifestyle choices

Get to know how people in a region live their lives to address their immediate needs. What do they value in life? What do they do in their free time? How do they spend their money? What do they worry most about?

See how and where they make purchasing decisions

Understand how and where consumers buy to adjust your marketing messaging and shopping channels accordingly. Do friends influence decisions? Do they care about how and where products are made?

Get an overview of what and how they buy by category

Get the details about how people in your target region purchase brands, as well as an overview of what they’re buying today, and what they may expect from you next.

The importance of getting to know your customers by region

By knowing what makes people in each region unique, you can effectively market and sell to them. Consider this:

Values: Honesty is the #1 value for people in LATAM (87%), whereas ambition is more important in India, with 63% saying it is an important personal value. Contrast that further still with Western Europe, where 67% value enjoying life. What does your target group value most?
Top concerns: Top concerns vary widely across regions, ranging from finances to the environment to personal safety. What what troubles people in your target market, and how can your brand assuage them?
Purchase influences: Who and what influences their buying decisions? In China, price is the most important factor. What about in your target region?

Insights from the most comprehensive consumer trend study in the world

Our Global Places reports are part of Consumer Life, the longest-standing consumer trend study in the world with insights from 30,000 consumers in more than 25 countries. The Global Places Reports offer a deep dive into a specific regions so that you have the insights you need to best reach your target customers - no matter where they are located across the globe.

Our Global Places Reports are available for China, Latin America, Europe and India as part of the standard package to annual Consumer Life subscribers.