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.
The Mentality™-model groups people based on their outlook on live. The Netherlands consists of eight social environments based on their personal opinions and values that underlie the lifestyle of the group. People from a similar social environment share values on work, leisure activities, politics, share ambitions and aspirations. Each environment has a unique lifestyle and pattern of consumption, which expresses itself in concrete behaviour.
Interested in taking the Mentality-test yourself? You can do so here.