Segmentation increases your effectivity

Basic model Mentality

Mentality™ is the unique value and lifestyle research from Motivaction that offers an effective look at target group division and approach.

Thanks to research into people’s experiences, our customers enjoy more insight into how their target groups move, how trends exist and into which wider contexts they operate. Mentality™ has proved itself as a better means to explain and understand people’s behavior and to then understand the traditional divisions on the basis of age, gender, education and income. With this, the research method offers you a very effective input for marketing and communication strategy.



Mentality basis modelTraditioneleburgerij13%Nieuweconservatieven8%-Postmodernehedonisten10%Kosmopolieten13%-Postmaterialisten9%Moderneburgerij22%Opwaartsmobielen15%-Gemaksgeoriënteerden10%

Mentality™ is Motivaction’s unique values-and-lifestyle research tool that provides an effective look at target group classification and approach.

By conducting research into the perception of Dutch citizens, our clients gain more insight into what motivates their target groups, how trends come about, and the broader context in which they operate.



Mentality has proven itself to be a richer tool for explaining the behavior of citizens and consumers than the traditional categories based on age, gender, education and income.The research method generates an extremely effective input for your policy, marketing and communications strategy. Read more about the applications and backgrounds of the tried and tested segmentation model, or, even better, do the Mentality test.



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