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Values Segmentation - Our Research Methodology for Customer Segmentation Models

Global Survey

In each country, in the latest wave, an average of 2,000 people between the ages of 18 and 70 years participated in the first phase of the online survey. The survey was recorded via the XS platform of our sister company Motivaction. 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 23 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. Glocalities 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).

In four separate waves of fieldwork, Glocalities surveyed over 230,000 respondents in 32 countries and 23 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.

Variables in Our Database

In the Glocalities world survey, we have built on the latest insights from marketing research, social psychology, and cross-cultural values studies.

Our database consists of over 2,500 independent variables.

Click on the categories below to discover the data we have available.

Values segmentation

The Glocalities segments are clusters of people who share basic values and have a common outlook on life. We've leveraged more than 20 years of values research experience to establish the Glocalities values segmentation. Below you can learn more about the Glocalities segmentation model.

Socio-cultural trends

The Glocalities trends are sociocultural phenomena in society that influence people’s behavior and choices fundamentally. Think for example about how the sharing trend, the urge for vitality and gender role flexibility are changing societies around the globe.


Archetypes are all about finding the soul of your brand and then expressing it in ways that tap into universal feelings and instincts among people (e.g. Harley Davidson and the archetype of the “Rebel”). In the Glocalities program, we visualized the 12 main archetypes and measured how these archetypes resonate with our respondents.

Values cards

The Glocalities values cards are visual representations of fundamental human values. Based on values inventories from the work of social psychologist Milton Rokeach and cross-cultural researcher Shalom Schwartz, we have developed 48 values that are universal and relevant for social and market research applications.


The Glocalities survey includes a complete assortment of relevant demographic variables for defining and profiling specific target groups. What are the distinctive age groups of your target audience and where do these people live? Available information for analyses includes age, gender, education, country, region, income, employment status and more.


Lifestyle indicators are important to understand the behavior and preferences of target groups. How do people spend their free time? Who are their inspiring icons? What are their hobbies and what kind of music do they like? Numerous lifestyle aspects are integrated into the Glocalities database.

Brands and consumer behavior

Brand choices tell a lot about people. Some brands are extremely innovative, certain brands are exclusive and upmarket, and many other brands are more mainstream and accessible. Our database consists of over 1,000 global and local brands. Consumer behavior is shaped by different considerations that play a role when buying and consuming products. How is the decision-making process of people influenced by considerations such as price, scarcity, and style? 


Businesses, NGOs, and governments embrace sustainability objectives. Our data unlocks the kind of sustainability issues your audience is most worried about and provides insights into how to build better engagement. Which charity organizations do they support? What actions are they willing to take? And how do they view the Global Goals for Sustainable Development (SDGs)?  


Globalization anxieties and cultural concerns increasingly shape political attitudes worldwide. We map these anxieties, trust in institutions, topics of concern, and voting behavior to inform public sector communications, citizen engagement, and political risk assessments.


Media behavior is crucial to translate your consumer insight into an effective media targeting strategy. Our extensive overview of (local) media consumption provides a useful grid for effective advertising and publicity campaigns.  Online (social) media provide even more opportunities for consumer engagement, targeted at specific population segments. With our comprehensive survey data on online media usage and behavior, we can provide tailored advice on reaching specific audiences and optimizing segmented online media advertisements.

Persuasion tactics

How do you convince people? This is not an easy thing to do. Experience shows that many people can be influenced as long as they are approached in a way that fits their character traits. Are people sensitive to authority? Or do they prefer a step-by-step approach? Based on an extensive literature review, we have integrated a selection of persuasion tactics, aspirations and psychological traits which are highly applicable in marketing. 

Segmentation Model

Glocalities offers a deep understanding of values, cultures, preferences and consumer behavior around the globe. The Glocalities survey provides a sound basis to construct the robust and sophisticated Glocalities segmentation model. It is based on the premise that people’s behavior and opinions are shaped by value orientations that are deeply embedded within persons and society. The Glocalities typology enables organizations to align with consumers more effectively and resonate with their basic values drivers.

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 completed in 2014, 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 values segmentation model with latent class analysis, which resulted in 5 values segments. In 2018 we evaluated and updated the Glocalities segmentation model based on the 3 waves of fieldwork since the model was first established in 2014.

The Glocalities values segmentation model distinguishes 5 values segments generated by cluster analysis (latent class analysis) on a set of values statements in the survey. We plot the five segments on two axes. The horizontal axis shows the extent to which people are open to change and innovation, while the vertical axis shows the extent to which people value freedom and independence.

We have identified the following segments among the world population (click on the segments for more info):

Glocalities segments worldwide

Socializers: sociability seekers who love entertainment, freedom & family values

Socializers compose 15% of our Glocalities respondents. Similarly to conservatives, socializers also have a developed sense of belonging and traditionality. However, they are not afraid to take risks and are open to making new decisions in life, even if these will not prove to be beneficial in the long run.

Creatives: open-minded idealists who adhere to self-development & culture

Creatives represent 22% of our Glocalities population. They are people with a strong focus on freedom and exploration. That makes them open-minded idealists, who believe in social change.

Achievers: entrepreneurial networkers, who focus on family and community life

Achievers represent 19% of our Glocalities respondents. They seek a balance between belonging and traditionality on the one hand and social change on the other hand. 

Challengers: competitive careerists, fascinated by money, taking risks & adventure

Challengers represent 23% of our Glocalities population. They have a dominant attitude and feel comfortable when they are in control of their life and surroundings. They have a strong desire for power and, just like the achievers, they are willing to work hard to succeed.

Conservatives: family oriented people who value traditions, etiquette & an organized life

About 21% of the general population between 18 and 65 years in the 20 countries in our survey belongs to this category. Conservatives prefer to lead a structured and predictable life and they cherish a sense of belonging.

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