Euro-Socio-Styles (ESS)

Gfk and Thomas Peichl

The Euro-Socio-Styles system is a pan-European research approach adopted by Gfk, and incorporating values, attitudes and consumer behaviour.

Euro-Socio-Styles (ESS)

Gfk, Thomas Peichl

The Euro-Socio-Styles system is a pan-European research approach of the Gfk research agency, incorporating values, attitudes and consumer behaviour that identifies eight segments, each representing a particular lifestyle. Based on population studies carried out by the Centre de Communication Avancée (CCA) at the end of the 1980s in 15 European countries, form the system is augmented by ongoing studies of the changes in people's values in the large European countries.

The segments are mapped in a space which is defined by two dimensions:

  1. “reality” vs “illusion” or “materialism” vs “post-materialism” or “price-orientation” vs “quality-orientation”

  2. “present”...

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