Values and Psychology of Your Target Audience

Human decision-making is to a great extent driven by intuition, instincts, and emotions. You can only grow your business through connections  with people at a deeper level.

Glocalities unlocks the human experience by profiling your target audience based on values, lifestyle, psychology, and trends - as well as sociodemographic information. Marketing consultant Simon Sinek famously stated: 

“If you don’t understand people you don’t understand business"

To understand your target audiences you need to know the motivational drivers of their behavior:

  • the values adopted during their formative life phase

  • the psychological traits which define their personality

  • and the lifestyle choices which express their identity

Glocalities research uses the latest insights of behavioral psychology, cross-cultural values research, segmentation, and marketing research. We deliver practical insights into the motivational drivers of your target audience and unlock their lifestyle and experience on a deeper level. This offers many new insights and inspiration for activation.


How? [Our tools]

Glocalities Deep Dive

Data Deep Dive

Glocalities Custom Research

Custom Research

World of Glocalities Application


[Our methods]


[Our services]

Our work always starts with a deeper understanding of your target audience as the beginning of your journey through deep-dives, custom research, or the WOG application. To optimize the impact of the insights and implement them effectively within your organization, we can combine it with the following services:

  • Strategic workshops (translating the data into strategic decisions within your organization)

  • Product development workshop (identify new product development possibilities)

  • Partnership workshop (brands, celebrities/ influencers that resonate with your target audience)

  • Campaign development (develop messaging that resonates with your target audience)

  • Persona development (creating a data-based persona that reflects your target audience)

  • World of Glocalities Application training (how to use the tool)

  • etc.

To discuss all possible implementation opportunities, contact us.


By profiling your target audience you learn:

  • What are the dominant values among your audience?
  • How do these values manifest themselves in the lifestyle choices of your target audience? What music do they like? What are their favorite sports and games? Who are their heroes? 
  • How can you best persuade your audience? Do they tend to be outgoing, conventional, warm or open to new experiences? Which persuasion tactics work with them: ‘foot in the door’, ‘social proof’ or ‘humor’?
  • What trends, such as vitality or flex-gender roles, are salient among your audience? What countertrends can you tap into?
  • How do they behave as consumers? What are their main considerations when buying a product? Which brands are they attracted to?
  • How do they act socially and politically? What charities and causes do they support?
  • What is their age, level of education, income situation, gender, family situation?

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Copyright Glocalities International B.V.
Part of Motivaction International Holding
Marnixkade 109F, 1015 ZL Amsterdam
The Netherlands
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