Home & Furnishing
Market research & consultation for the furniture industry
Our customers (furniture dealers and producers from around the world) do not only profit from our industry expertise and our market data from both the GfK furniture panel and GfK kitchen panel, but also our insight from individual market studies and target group surveys.
The industry experts at GfK Living analyse the monthly furniture purchases of 20,000 representative German households from GfK Furniture Panel. The marketing data resulting from this is be analysed every six months with the essential quantitative data (market volume, market development, market share, distribution channels) and qualitative data (established furniture markets, product requirements etc).
Furthermore, we design and implement Individual market research projects for associations, furniture retail, furniture industry, as well as the suppliers of the furniture business.
Our advantages for your marketing success
- Our industry expert contact persons has worked in the furniture industry, and can deliver accurate insights and recommendations.
- The continual monitoring of the furniture market puts us in the position to identify the main opportunities, trends and risks for you and your business in the early stages.
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Unique problem solving, e.g. in the fields of market forecasting, effects of advertising and target group segmentation help to ensure your long-term marketing decisions.
Continually monitored goods in the furniture segment
- Upholstery (sofa sets, armchairs etc)
- Kitchen furniture (fitted kitchen, furniture etc)
- Bedroom furniture (beds, closets etc)
- Living room furniture (box furniture)
- Baby furniture and child bedroom furniture
- Dining room furniture
- Small furniture and one-piece furniture
- Hallway/cloakroom furniture
- Garden furniture
Established industrial solutions for the furniture and construction industry
- GfK Furniture Panel
- GfK Upholstery Panel
- GfK Kitchen Panel
- GfK Bedroom Panel
- GfK Living room Panel
- GfK Furniture clinic (minimizing the flop-rate through pre-tests)
- GfK Child furniture Panel
- International GfK House & Garden Monitor
- GfK Sales optimiser (Conjoint analysis)
- GfK Brand check (Trade fairs & optimising your market performance)
Our services for furniture retailers, industry and suppliers
- Continual monitoring of the furniture market on a monthly basis, surveying 20,000 German households on their previous furniture purchases (market volume, development and trends)
- Target group analyses (GfK Target Selector)
- Survey of specifically selectable target groups (GfK TargetSelector)
- Trend analysis and forecasting (GfK ForeCast)
- Group discussions with (potential) customers and product-users (GfK FocusGroups)
- Individual surveys (national and international)
- Individual consulting services (GfK StrategyWorkshop)
Fields of analysis for GfK Furniture Panels and GfK Kitchen Panels
- Market development of the Furniture and kitchen market
- Branding perceptions & brand performances
- Target groups and consumer profiles (GfK LivingStyles)
- Information & purchasing behaviour of furniture purchasers
- Competition & their performance
- Product requirements and customer satisfaction
- Importance of specific distribution channels of the furniture industry
- Media usage & the effects of advertising (GfK Media Profiles & GfK Marketing Optimiser)
Household contents
Market information on household goods
GfK Household Panel continually collects quantitative as well as qualitative purchasing data from 20,000 representative German households to help reveal the consumers’ decision process.
The following product groups are permanently monitored:
Ovenware and cookware
- Pans
- Pressure cookers
- Microwavable dishes (plastic, glass, ceramics)
- Pans - made from metal and alternative materials, e.g. glass
- Baking dishes / trays
Using this data, the following questions can be analysed:
- When purchasing pans, which retail outlets do consumers prefer?
- Which is the preferred material for pans?
- Which attributes do consumers associate with specific brands?
- What materials of baking dishes are preferred?
- What motivates customers to cook for themselves?
- Which prices are typical for certain product classes (e.g Spring-form)?
House & Home textiles
Market research for the House & Home textiles market
Continual analyses of the markets and product fields
- Bed linens
- Bedding (pillow, covers)
- Drapes (curtains, blinds)
- Carpets (including different flooring types, e.g. laminate and parquet)
- Mattresses (including slats)
- etc.
Established industrial solutions
- GfK Mattress Panel
- GfK Home Textile Monitor (in co-operation with the Home Textile exhibition in Frankfurt)
- GfK Home Textile Professional Monitor (in co-operation with the Home Textile exhibition in Frankfurt)
- GfK DIY Tracking
- International GfK House and Garden Monitor
Our services
- Continual market monitoring
- Target group analyses
- Trend analyses and forecasting
- Secondary analysis / market enquiries
- Individual surveys (national and international)
- Tailored consulting services
Fields of analysis
- Markets and market developments
- Market share of the distribution channels
- Market significance of different textiles / materials
- Target group and consumer profiles
- Competition and their performance
- Product, price and distribution
- Media usage and the effects of advertising
Contact
Oliver SchmitzBrochures
Information material to the
of GfK Living monitored
markets and industries
can be found here>>