What it is
An attitudinal segmentation tool that can be integrated into your database to improve targeting and communication
Providing a deep understanding of motivations and attitudes – ‘the why behind the buy’ – across categories from finance to home to shopping preferences
Questions we answer
- Who are my best targets and how do I find them?
- What influences their purchase decisions?
- How receptive are they to marketing and by which preferred channels?
- What should I say to engage them and how do I say it?
So what’s different about our approach?
- We start with our proprietary U.S. Yankelovich MONITOR research
- We built the MONITOR MindBase® segmentation around core consumer dimensions of
- Family and community
- Financial management
- We append to your database via a simple name-and-address match to our national database of 260 million U.S. adults
- We deliver insights and an actionable framework linked to our broad consumer research and your own customer data to help you plan your strategy, improve your targeting and develop a deeper connection with your target
The MindBase segments – who is YOUR target?
Click each segment to view more.
What is your MindBase profile?
How it works
Understand your business
We understand your current business issues and consumers and quickly determine the key areas of potential opportunity
We score your data with the Kantar Futures segmentation, prioritize the most critical segments and deliver an in-depth assessment of their behaviors via the lens of their attitudes, lifestyles and behaviors
We bring the segments to life with profiles and workshops to help you understand how and why specific consumer groups respond the way they do to your product, service or program
Strategies and action plans
We make sure your segmentation solution doesn’t sit on the shelf, helping you create strategies and tactical action plans that will drive your future growth
How we’ve done it before
Kantar Futures’ MONITOR MindBase® segmentation has provided us a deeper understanding of our current and future customers, their attitudes and values, and how they’re evolving with the downturn and recovery. We’ve used this to tailor our community planning, product segmentation, and home designs that we know would appeal to key segments, and successfully used segment-specific messaging to drive traffic and sell homes.
VP, Research, Newland Communities
Ally Bank has used MONITOR MindBase® to better understand consumer segments and drive strategies for leveraging their banking products
Targeting MONITOR MindBase® segments for high-end cruise vacations has generated millions of dollars in annual sales with an ROI of more than 400% for Crystal Cruises
Utilized MONITOR MindBase® consumer insights and targeting to identify selected Sam’s Club consumers and used targeted messaging to drive consumption into a new category, yielding $800K in incremental profit