Generations Matter and Why That’s Important
Age alone does not provide insight as to how consumers choose to fulfill the choices and necessities of lifestage. Generation does.
These generational mindsets, cured by the formative events experienced while the generation came of age, have shaped their values and have demonstrated staying power throughout their lifetime.
But while core values are reflected by each generation, they are not monolithic. And so we created MindBase®, to identify unique consumer segments and the attitudes and values that bind them as a generation but set them apart as individual cohorts
Projected onto a U.S. marketing database of 240+MM adults, MindBase can be linked to digital platforms and your own customer database for insight and activation.
MindBase®, the generational attitudinal segmentation built from the U.S. MONITOR, has been projected onto a marketing database of 240+MM U.S. adults for immediate activation on your CRM system and on-line and offline platforms.
- 17% New Traditionalists
- 30% Ambitious Realists
- 31% Trail Blazers
- 23% Omni Explorers
- 60% Pragmatic Pathfinder
- 40% Homefront Heros
- 30% Full Throttles
- 53% Smooth Sailors
- 18% Compassionate Creatives
Born Before 1946
- 50% Tried and Trues
- 50% Golden Agers
How MindBase can help you achieve growth
A ready-made segmentation that can rapidly divine your target segments for greatest long-term growth, inform your strategic and tactical initiatives and accelerate your marketing ROI.
Rich Consumer Profiling
Standard profiles of each MindBase segments provide deep insights about the motivations, values, preferences and drivers of each segment, to reveal the “why” beyond the “who” and the “what”.
An Executable Segmentation
More than just a pretty book of insights, MindBase can be quickly integrated into your database, your campaigns and your organization to create an effective consumer-centric enterprise-wide tool.
Map and analyze MindBase onto market geographies or retail footprints at a state, city, county or zip level to understand market performance or explore new growth regions.
Database and Website Tagging
Append MindBase to your database. Tag your website with tracking cookies and analyze traffic at a page level by MindBase segments to help optimize your marketing and media strategies.
Digital and off-line audiences
Push digital campaigns or select direct mail lists of audiences with the same attitudinal make-up of your best customer for more precise targeting.
Enhanced segment insights
MindBase can be enhanced with MotiveMix for even more precise targeting and messaging, augmented with custom research and customized to your specific brand or product.
EVP, MONITOR Analytics
VP, MONITOR Analytics
Consultant, MONITOR Analytics