Glocalities segmentation

The world is constantly changing. Technologies that grow exponentially and new media mean a continuously faster distribution of knowledge and products.

The younger generations take over the mantle from older generations. The challenges for companies and governments are greater than ever before.

It is crucial for organizations to have the best understanding possible of future developments. A necessary condition for success is knowledge of fundamental trends and how these can differ from each other locally and relate to each other worldwide. With unique knowledge of what drives people and gets them moving, Motivaction International offers your organization a fact-based navigation system for the future.


The Glocalities Survey

For Glocalities, Motivaction surveyed more than 56,000 respondents in 24 countries and 15 languages between December 2015 and February 2016. The in depth study was conducted in Australia, Austria, Belgium, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Japan, Mexico, Netherlands, Poland, Romania, Russia, Spain, South Africa, South Korea, Sweden, Turkey, United Kingdom and the United States. This selection of countries contains 62% of the world population and represents 80% of the world economy.

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Glocalities data available for client analysis - Rich source of knowledge

Motivaction International serves a diverse range of clients with knowledge and consultancy in the areas of positioning, segmenting, communicating and innovating. Our work is based on in-depth empirical knowledge of target groups and trends. We continually invest in the collection of research data and insights in order to be able to serve our clients with fact-based social intelligence. Our Glocalities database is a rich source of knowledge with an extensive set of variables based on representative studies in 24 countries.

Values as foundation

The Glocalities survey contains a rich diversity of questions that provide insights into values, cultural differences, behavior and preferences in daily life. Values statements are incorporated in order to distinguish Glocalities segments and understand cultural differences, influencing styles, character traits and trends.

Lifestyles and social orientations

For social analyses voting behavior and political issues and priorities are included. Hobbies, favorite personalities, music preferences and participation in various provide insights into the lifestyles and preferences of the people surveyed.


Consumer behavior and global brands

Detailed consumer behavior about available in various sectors with, for instance, questions about:

  • The consumption of beer brands
  • The area of health and the use of body care products and brands
  • Attitudes and preferences in the areas of sustainability and social responsibility of companies

We also have information about the use of products from 40 global brands (including Apple, Nike, Visa, Dove, Coca-Cola) as well as local brands in each of the 24 countries. 


Media behaviour

For media profiling, we have included questions about:

  • Social media usage
  • Types of visited websites
  • Country-specific newspapers and TV stations
  • Types of TV programs


Socio-demographic characteristics

  • Social background data is available through questions about age, gender, education, region, religion, work situation, income, work sector and family situation.

Based on all this high end information we distinguish five Glocalities segments. The size of each segment differs per country and region.

Glocalities in practice

If the international market offers business opportunities for your organization, we can help you be successful. With Glocalities, we offer worldwide empirical knowledge and consultancy in the areas of target groups, generations, trends and cultural differences. When you thoroughly understand your target group's values and can adapt to them creatively, you have struck gold. Whether it is about consumers, citizens, employees or generations, a targeted match of your proposition with the target group's underlying values provides insights for sustainable relationships and results.



What does Glocalities offer you?

With Glocalities, we provide you insights into:

1.    Identifying and understanding your target groups
2.    Effective communication
3.    Adapting trends successfully
4.    Cultural differences
5.    Optimal positioning
6.    Effective change management


Customized customer research and consultancy

Upon request we can offer you a tailored research in which sharp, practical and actionable insights are combined with available data. We can (re)approach respondents and other populations that are relevant for you with a new set of bespoke questions. We transfer knowledge and provide insights and recommendations via many different ways, such as:  

  • Lectures/presentations
  • Consultancy
  • Workshops/training
  • Reports
  • Quantitative and qualitative research
  • Licenses to use the model
  • Use of the Glocalities test
  • Database enrichment
  • Area analysis
  • Access to the Glocalities database

Please reach out, we are very happy to help you to make your international business successful.

Download our Glocalities Flash Reports

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