The Glocalities segments are clusters of people who share basic values and have a common outlook on life. We've leveraged more than 25 years of values research experience to establish the Glocalities values segmentation. Below you can learn more about the Glocalities segmentation model.

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, national pride and gender role flexibility are changing societies around the globe.

Archetypes are all about finding the soul of a brand or organization 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.

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 analyzing 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. They are also important to be able to find people online. What are their hobbies and interests? And what kind of events do they like? Numerous lifestyle aspects are integrated into the Glocalities database.

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 many brands and brand attitudes. 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, sustainability, and style?

Businesses, NGOs, and governments increasingly 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 find appealing? What actions are they willing to take? Which social and environmental issues do they worry about and which Sustainable Development (SDGs) do the prioritize? 

Globalization anxieties , cost of living crisis and cultural concerns increasingly shape political attitudes worldwide. We map political issues, trust in institutions, and voting behavior to inform public sector communications, citizen engagement, and policy development.

Media behavior is crucial to translate 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 social media, newspapers and TV channels, we can provide tailored advice on reaching specific audiences and optimizing segmented online media advertisements.

How do you convince people? This is not an easy thing to do. Experience shows that people can be more easily reached, persuaded and engaged with as long as they are approached in a way that fits their values and aspirations. 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 and aspirations which are applicable in marketing and communications.