About the Glocalities Survey
Too many organisations unnecessarily get in the way of their own success. With unique knowledge of what drives people and gets them moving, Motivaction enables organisations to realign with customers and navigate in an international field of target audiences and trends.




New glocal insights are essential to answer tough key questions like:

  •  Where do I expand next, according to my brand’s target audience and positioning?
  • Can I have the same positioning in every market, or where and how do I have to be flexible?
  • What trends are driving my customers in each market enabling me to future-proof my business?
  • How can I evidence my glocal strategy and reply to: “Our situation is different, it’s not like that here”?
  • Why does my communication strategy work in one culture and not in another culture?
  • How can I win citizens for sustainability purposes or civic programs?


To guide organisations with fact based answers and advice, Motivaction founded Glocalities and conducted the Glocalities survey. The international survey will be held every 2 years to ensure continuity of insights and the further development of the program.

Survey coverage
For the Glocalities research, Motivaction surveyed more than 48,000 respondents in 20 countries and 12 languages in December 2013 and January 2014. The study was conducted in: Australia, Belgium, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, Netherlands, Poland, Russia, Spain, South Africa, South Korea, Turkey, United Kingdom and the United States. Together, this selection of countries contains 58% of the world population and represents 75% of the world economy. With unique Glocalities knowledge of what drives people around the world, Motivaction International offers a fact-based navigation system for our glocal future. The following subjects were incorporated in our survey:


  • Socio-demographics
  • Values and trends
  • Social and political priorities
  • Lifestyle
  • Finance
  • Global brands
  • Consumer behavior
  • Voting behavior
  • Media behavior
  • Use of web and social media
  • Decision-making processes
  • Trust in institutions, morality, ethics
  • Opinion leadership
  • Working position
  • Sustainability
  • Religion
  • Interior pictures

Data collection and analysis
In each country on average 2,400 people between 18 and 65 years participated in the online survey, which was recorded via the Motivaction XS platform. For the study, the respondents also uploaded photos of their favorite items, living room and kitchen. After completing the first phase of the survey the participants were asked to take part in a second online survey, in which more than 1,000 people per country participated. The respondents could complete the survey via desktop computers, laptops and tablets and received an incentive for participating.

Prior to the data collection, quotas for age, education, gender and region were set up, based on reference data per country. The Glocalities samples from the countries were weighted by Motivaction according to census data.

Ensuring content quality
The questionnaire was conducted in 12 languages and was translated by professional translators from the English source questionnaire. These translations were checked by other translators. The translations of vital parts from the study were translated back into English by other, independent translators. Motivaction researchers then compared these reverse translations with the original questionnaire in English to ensure translation accuracy. The translations were improved, where necessary.

Glocalities segmentation
Glocalities offers a deep understanding of values, cultures, preferences and consumer behavior around the globe. Our in-depth survey of 48,000 respondents in 20 major countries allowed us to construct the sophisticated Glocalities segmentation model.

The model is based on two fundamental dimensions which are highly explanatory for values differences between consumer segments. In the horizontal axis one finds the psychological dimension. This shows whether people are focused on a sense of belonging and familiarity or whether they are more exploration and change-oriented. In the vertical axis we find the sociological dimension. This dimension shows whether people are more focused on control and obedience or whether they are more oriented towards the freedom to make individual choices.


We distinguish 5 segments of people based on a rich variety of value indicators from the survey:
1. Conservatives
2. Socializers
3. Achievers
4. Challengers
5. Creatives