A Euro-Socio-Style is a complex portrait of people, a synthesis of a multitude of facets in a person's economic and social life; e.g. peoples« attitudes, behavior, beliefs, objectives, motivation, feelings.

Evolution

developed by the Centre de Communication Avancé (CCA), Paris, in the early 1970's
European base survey (24.000 interviews) in 1989
updates in 1995, 1998, 2001/2002 to take into consideration the social change and its impact on consumer behavior

Data Bank Access

A questionnaire (17 so called Key Questions) makes it possible to allocate to every European clearly one Euro-Socio-Style. This allows to retrieve for each Euro-Socio-Style any so far raised qualitative and quantitative data, collected in a huge database. With minimal survey costs there is maximal information at hand.

Availability

Euro-Socio-Styles can be easily linked with most GfK tools in order to merge results for homogenous target groups and to obtain control over the different steps of optimization for the target group's positioning and communication.

This answers questions like:

where am I positioned, i.e. which Euro-Socio-Styles are heavy-users of my product/service?
where is are my competitors positioned, i.e. are they really my competitors?
is there potential where nobody offers a product and what do these people have in common?
is my commercial addressing my lifestyle target group, i.e. is the image I produce addressing them?
where do I have to distribute Direct Mailings to reach exactly my target group of Euro-Socio-Styles?
how can I do my media planning most efficiently, i.e. which Euro-Socio-Style is watching which TV program, reading which magazine?