GfK Adds New African Countries to Roper Reports

GfK has added three more African countries to its annual 'GfK Roper Reports Worldwide' consumer trends study, allowing businesses to tailor their offerings to specific target markets, geographies and 'psychographic segments' within the continent.

The Africa Pack segment now covers South Africa, Nigeria, Kenya, Egypt and Ghana.

The quant study is conducted in 25 countries among 37,000 consumers, focusing on their values, behavior and consumption, and on technology trends. Through the study, brands are able to track consumer behavior and attitudes globally, and discover how cultural allegiances impact perceptions of global brands. In addition, clients can use the reports to align their brand values with their audiences' personal values, across different countries and cultures, and understand and anticipate consumer changes at a country and regional level.

Web site: www.gfk.com .