NEW YORK--(BUSINESS WIRE)--Personalization lies at the core of digital targeting, DTC campaigns, and a host of other high-profile marketing tactics. But effective personalization requires a clear understanding of consumers’ wants, concerns, and motivations around this growing trend.
To guide stakeholders of every kind, GfK and the National Retail Federation (NRF) have published a new white paper, “Decoding the Personalization Paradox,” to help brands apply personalization at scale.
Drawing heavily on insights from GfK Consumer Life, as well as GfK’s annual FutureBuy® shopping report, the white paper reveals:
- three major societal trends that are driving the desire for personalization, and
- how brands can leverage these trends to optimize their marketing strategy and tactics.
Click here to download the white paper.
GfK’s Joe Beier (EVP, Consumer Insights) and Rachel Bonsignore (Senior Consultant, Consumer Life) – who co-authored the white paper – delivered a presentation based on these findings this week at the NRF NXT conference in Las Vegas.
GfK Consumer Life is the largest, longest-standing, and most robust study of its kind – a global data and insight service providing values, attitudes and behavioral insights in the US since 1973 and globally since 1997. Consumer Life research is based on more than 30,000 interviews worldwide each year.
GfK FutureBuy® research on online and in-person shopping covers 27 countries and 18 product categories, from home appliances to wearables to beauty and personal care. All in all, over 27,000 shoppers were interviewed worldwide for the 2019 study.