MentalityInternational

MentalityInternational™ is the international version of Motivaction’s unique values and lifestyle research tool. What are the characteristics of your target group in the United States, France and Germany, for example? What are the differences and similarities between your target group in these countries, and where do the opportunities lie? By conducting research into perception, our international clients gain more insight into what motivates their target group in different countries, into their day-to-day lives, how trends come about, and the broader context in which they operate.

MentalityInternational may be applied for strategic development and positioning purposes. To help you optimise your approach to the target group, we offer you research and recommendations related to concept development, product development and communications issues. The research may be applied on an international level using focus groups, single interviews  with your target groups, and via large-scale written and online surveys.

MentalityInternational is a richer tool for explaining consumer behavior than the traditional categories based on age, gender, education and income. The research methodology offers you effective input for your communications strategy, taking the differences between countries into account. We enrich your key segments with mentality information, enabling you to get better returns from your investments in marketing and innovation.

Motivaction conducts international research on a very regular basis, and has access to worldwide research panels and local knowledge of various countries and regions. MentalityInternational is applied to research conducted in the United States, Canada, Australia, New Zealand, Germany, England, France, Belgium, Italy, Spain, Denmark and Sweden, among other areas. We can also apply these tools in other countries. Interested? We would be happy to provide you with a customized offer.  

We distinguish between five milieus in the model, each with its own values, lifestyle and behavioral patterns: Traditionals, Mainstream, Upper Class, Achievers and Post-moderns.

MentalityInternational

Traditionals
A solid and respectable citizen who takes life as it comes and appreciates living in a stable and harmonious society, in which law and order prevail.
Mainstream
A citizen who appreciates the security of traditional values and standards, yet feels that current society could be better organised and could do more for them personally.
Upper class
A family-based person with his or her roots clearly based in a conservative and classical way of life.
Achievers
An individualist who is keen to work hard and build a career for him- or herself in order to enjoy the ensuing benefits.
Postmoderns
The open-minded and critical global citizen who integrates postmodern values, such as self-actualisation and exhileration, with social success and enjoyment.