Global survey

Glocalities delivers marketing intelligence to activate international audiences based on shared values, lifestyle, and psychology. We have interviewed more than 165,000 people from 27 countries in three waves of global fieldwork. 


The ‘why’ behind behavior and aspirations

Too many organizations only navigate through the rear-view mirror and make assumptions about audiences which are not backed by data. This is a waste of time and money. Glocalities delivers fact- based and values-driven marketing insights into the ‘why’ behind the behavior and aspirations of people. By understanding the ‘why’, organizations are better able to think and act outside of the box and build lasting relationships based on shared values, psychological persuasion and matching lifestyle.
The motivational drivers of human behavior are the basis of our analysis: 

  • the values adopted during our formative life phase, 
  • the psychological traits which define our personality 
  • and the lifestyle choices we make during our life. 

Glocalities unlocks the human experience and delivers practical insights to activate your target audience. We are experts in researching people’s perspectives on life, their careers, relationships, how they spend their free time, which media they use, their dreams and aspirations, their shopping behavior and consumer attitudes, their views on society, politics and sustainability, but also their fascinations and search for meaning. 

Click here for an overview of the Glocalities database


Marketing & communications deliverables

Glocalities delivers practical insights for marketing/communications professionals and strategic decisionmakers in the form of reports, data solutions, workshops and training. We help companies, NGOs and governments address challenging questions such as:

  • Who is my target audience and how can I align better with their values and lifestyle?
  • How can I segment my target audience and bring focus to my communications?
  • What are the  triggers for my audience and how can I best persuade them?
  • Can I have a similar positioning in every market, or do I have to adapt my strategy depending on (sub)cultural differences and local trends?


Survey coverage: 63 % world population, 83% world economy

In three separate waves of fieldwork, Glocalities surveyed over 165,000 respondents in 28 countries and 17 languages. Taken together, this selection of countries contains 63% of the world population and represents 83% of the world economy. The global survey is held every year to ensure continuity of insights and facilitate the continuous development of the program.
So far, the survey has been conducted in: Austria, Australia, Belgium, Brazil, Canada, China, Colombia, France, Germany, Hungary, India, Indonesia, Italy, Japan, Mexico, Netherlands, Poland, Romania, Russia, Spain, South Africa, South Korea, Sweden, Turkey, United Kingdom, the United States and Vietnam.



Expertise in cross-cultural marketing research & consultancy

The Glocalities research project was established in 2013 by Motivaction research agency in Amsterdam, The Netherlands. Motivaction has over 20 years of experience with values-based segmentation in the Netherlands and the world. In preparation of the first Glocalities world survey in 2013, we conducted international qualitative research and consulted cross-cultural experts to identify a list of key items and formulate hypotheses. We used previously conducted international research to develop a hypothetical global segmentation model. We then tested and established the Glocalities values segmentation model in 2014 based on the data of the first wave of Glocalities fieldwork. We constructed the Glocalities segmentation model with latent class analysis, which resulted in 5 values segments. In later research, we validated the Glocalities segmentation model using cross-cultural scales from reputable international researchers of culture and values, such as Inglehart, Schwartz and Trompenaars.  

Glocalities currently employs a team of full-time researchers/consultants from different cultural backgrounds with expertise in cross-cultural values research, marketing research, strategy consultancy, and public communications.


Research methodology: how we do it

In each country, an average of 1,750 people between the ages of 18 and 70 years participated in the first phase of the online survey. The survey was recorded via the Motivaction XS platform. After completing the first phase of the survey, we invited the participants to take part in a second online survey, in which an average of 1,000 people per country participated. The respondents could complete the survey via desktop computers, laptops, tablets and smartphones and received an incentive for participating.

Prior to the data collection, we set quotas for age, education, gender and region, based on census data per country. We weighed the Glocalities samples based on national census figures.
The questionnaire was conducted in 17 languages and was translated by professional translators from the English source questionnaire. These translations were checked by other translators. The translations of vital parts of the study were translated back into English by other, independent translators. Motivaction researchers then compared these reverse translations to the original English questionnaire to ensure translation accuracy. The translations were improved, where necessary.

We conduct our surveys according to the highest research standards that include IP checks and strict control mechanisms for fraudulent respondents. We conform to the highest scientific standards for cross-cultural values research by applying score standardization to correct for cultural bias and individual answering patterns (as people from specific countries tend to agree/disagree more often with statements in general).

Martijn Lampert
Martijn Lampert
+31 20 589 83 70