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. Below, please find an impression of 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. Click here for more information 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 data on online use and behavior, we can offer tailor-made algorithms to reach specific audiences and optimize 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 literature review, we have integrated a selection of persuasion tactics, aspirations and psychological traits which are highly applicable in marketing. 



Martijn Lampert
Martijn Lampert
+31 20 589 83 70