About the Glocalities Survey

Glocalities the state-of-the-art values-based research program of Motivaction International. Aligning more effectively with peoples needs and values unlocks many new possibilities for engagement and growth. Consumer behavior, activism, trends and opinions around the globe are shaped by deeply-embedded value orientations. We deliver in-depth understanding of your target audience, and practical advice for marketing and communications and activation purposes.




Glocalities helps companies, NGOs and governments address challenging questions such as:

  • Who is my target audience and how can I align better with their ideals and values?
  • How can I segment my target audience and bring focus to my communications?
  • What trends and cultural issues are relevant in each country and how can I adapt to diversity?
  • Can I have a similar positioning in every market, or do I have to adapt my strategy?


In order to provide organizations with fact-based answers and advice, Motivaction founded Glocalities and conducted the Glocalities survey. The international survey is held every year to ensure continuity of insights and facilitate the continuous development of the program. We serve leading multinationals, charities and government bodies with insights and advice stemming from our surveys, in order to induce growth and a better alignment with target audiences around the globe.

Survey coverage

For the second wave of fieldwork of the Glocalities survey, Motivaction surveyed more than 56,000 respondents in 24 countries and 15 languages between December 2015 and February 2016. The study was conducted in: Australia, Austria, Belgium, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Japan, Mexico, Netherlands, Poland, Romania, Russia, Spain, South Africa, South Korea, Sweden, Turkey, United Kingdom and the United States. Together, this selection of countries contains 62% of the world population and represents 80% of the world economy. With unique Glocalities knowledge of what drives people around the world, Motivaction International offers a fact-based navigation system for a glocal future. The following subjects were incorporated in our survey:

  • Socio-demographics
  • Values and trends
  • Social and political priorities
  • Lifestyle
  • Finance
  • Global brands
  • Consumer behavior
  • Voting behavior
  • Media behavior
  • Use of web and social media
  • Decision-making processes
  • Opinion leadership
  • Working position
  • Sustainability
  • Religion

Data collection and analysis

In each country an average of 2,400 people between the ages of 18 and 65 years participated in the second wave of the online survey, which was recorded via the Motivaction XS platform. After completing the first phase of the survey the participants were asked to take part in a second online survey, in which more than 1,000 people per country participated. The respondents could complete the survey via desktop computers, laptops and tablets and received an incentive for participating.

Prior to the data collection, we set up quotas for age, education, gender and region, based on reference data per country. Motivaction weighted the Glocalities samples from the countries according to census data.

Ensuring content quality

The questionnaire was conducted in 15 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. Motivaction researchers then compared these reverse translations with the original questionnaire in English to ensure translation accuracy. The translations were improved, where necessary.

Glocalities segmentation

Glocalities offers a deep understanding of values, cultures, preferences and consumer behavior around the globe. Our in-depth survey of 56,000 respondents in 24 major countries allowed us to construct the sophisticated Glocalities segmentation model.