Gain insight into the values and lifestyle of your target audience.

If you really know your target group, you can tailor your product or service - and therefore your communication and marketing approach - as closely as possible to the experiences of the citizens and consumers you want to reach. To get to know this world, Motivaction has developed its unique Mentality™ values and lifestyle research model.

The Mentality model has eight characteristic value profiles of the Dutch population. These profiles are based on the personal beliefs, attitudes and values that underlie the lifestyle of each Mentality profile. Within a profile, people have very similar values and opinions about work, leisure and politics, as well as similar ambitions, drives and consumer behaviour.

Mentality™ is Motivaction's unique values and lifestyle research model that provides a powerful insight into target group classification and targeting. The influence of social and demographic characteristics on people's views and behaviour has been greatly reduced. Background, social class, age and location are no longer the sole determinants of people's views and successful target segmentation.

With deep understanding of your target audience, you get a higher return on your marketing, communication and governance investments. Mentality helps companies, institutions and governments to gain insights about what matters to consumers and citizens and how to reach them. You put yourself in your customers' shoes. This model explains people's behaviour. And it provides your organisation with effective market segmentation. Thanks to the insight into mentality environments, you know: 

• Which target group fits your organisation 

• What is your target audience's outlook on life - and how do you respond? 

• The best media to use to reach your target audience 

• How they see life, what drives them and what they value 

• The best tone of voice to reach them 

Through years of research, our Mentality databases provide insight into the nature of your current and potential customers. We can answer your questions quickly, sometimes without the need for a separate lifestyle survey. 

To get specific answers from your target audience, you can have questions included in our Mentality survey. When participating in this survey, we draw up the key questions together with you. We then translate these into a questionnaire. After the survey, you will receive a customised analysis of the data, a report and a presentation with an explanation and foundation of your target group and the link to the context of your organisation. 

You can use Mentality for: 

• Strategy

  A strategic analysis of your brand, policy issue or market is the starting point for any marketing and policy development. Mentality research provides insight into your current market position, the market position of your competitors, the basic mentality of the target group, opportunities and trends for your organisation, the adoption cycle of products and services, opportunities for innovation and much more.

• Operationalisation

  Mentality helps you to market your products and services in the best possible way and to tailor your policies to specific target audiences. It provides insight into the extent to which socio-cultural undercurrents are active in your specific target group. This undercurrent analysis helps you with product development and the development of a distinctive tone of voice.

• Media behaviour

  Mentality maps the media behaviour of all social environments and specific customer target groups. With this data, you can determine the most effective channels, policy instruments and (media) partners. It can also be used for direct marketing, territory analysis or database enrichment.

• Evaluation

  In the evaluation phase, Mentality helps you to map the return on your investments. We have various tracking tools to analyse the return and effectiveness of your policy, product or campaign.