Glocalities offers a deep understanding of values, cultures, preferences and consumer behavior around the globe. The Glocalities survey provides a sound basis to construct the robust and sophisticated Glocalities segmentation model.
This model is based on the premise that people’s behavior and opinions are shaped by value orientations that are deeply embedded within persons and society. The Glocalities typology enables organizations to align with consumers more effectively and resonate with their basic values drivers.
Motivaction has over 20 years of experience with values-based segmentation in the Netherlands and the world. In preparation of the first Glocalities world survey in 2013, we conducted international qualitative research and consulted cross-cultural experts to identify a list of key items and formulate hypotheses. We used previously conducted international research to develop a hypothetical global segmentation model. We then tested and established the Glocalities values segmentation model in 2014 based on the data of the first wave of Glocalities fieldwork. We constructed the Glocalities segmentation model with latent class analysis, which resulted in 5 values segments. In 2018 we evaluated and updated the Glocalities segmentation model based on the 3 waves of fieldwork since the model was first established in 2013.
The Glocalities segmentation model distinguishes 5 values segments generated by cluster analysis (latent class analysis) on a set of values statements in the survey. We plot the five segments on two axes. The horizontal axis shows the extent to which people are open to change and innovation, while the vertical axis shows the extent to which people value freedom and independence.
We have identified the following segments among the world population (clockwise):
- Creatives: Open-minded idealists who value personal development and culture.
- Challengers: Competitive workers with a fascination for money, risk, and adventure.
- Achievers: Entrepreneurial networkers who value relatives and community.
- Conservatives: Family people who value tradition, etiquette and an organized life.
- Socializers: Structure seekers who enjoy entertainment, freedom and family values.