Yankelovich Launches New Marketing Tool 14/08/00 Yankelovich, a leading authority on consumer behaviour, has announced the launch of MONITOR MindBase. This makes available, for the first time, attitudinal data about consumer values and lifestyles in a database compatible format. This breakthrough allows marketers to overlay attitudinal data into third-party lists and compiled databases, and access it for tactical marketing decision-making. According to J. Walker Smith, President of Yankelovich, "In today's Internet-absorbed marketplace, it's all about the individual. The Internet has transformed all businesses into database businesses and is shaping the strategies that marketers use to interact with their customers. By linking values, household characteristics and traditional third-party compiled databases, our MONITOR MindBase product opens a window into the lives of consumers." In the past, marketers used demographic information to determine consumer behaviour and attitudes. MONITOR MindBase now allows marketers to attribute values to individuals within households. "While two families on the same block may appear similar based on demographics, their perspective on the world around them will influence how they respond to messaging," Smith said. "The MONITOR MindBase segmentation model provides marketers with insight into the fundamental needs of individuals, allowing for more effective customer dialogue." Through extensive analysis and predictive modelling, Yankelovich has identified eight major groups of Americans. The eight groups can be further broken down into 32 distinct segments that represent high-value targeting opportunities for marketers. These core value segmentations are: Up & Comers: Young singles and couples without children who have a positive, upwardly mobile perspective and expect to benefit from their own skills and abilities. Up & Comers are gregarious, socially conscious and lead active lifestyles. Includes four target segments Young Materialists: Younger, self-driven individuals who are sceptical about institutions and feel the need to look out for themselves. Young Materialists believe that money is the measure of success and will give them power to control their world. Includes three target segments Stressed by Life: Individuals who are resource-constrained and strive to balance their needs with needs of their family. The Stressed by Life group is ethnically diverse and concentrated in urban areas. Includes three target segments New Traditionalists: Innovative American families who are creating a new paradigm for parenting. New Traditionalists are upscale, involved in community and interested in creating the "right" values environment for their children. Includes five target segments Family Limited: Family-focused individuals who are not interested in social issues or self-exploration and have few interests or activities outside of family. The Family Limited group is sceptical about institutions and views the family as a bastion against a hostile world. Includes four target segments Detached Introverts: Individuals without children who are driven by technology and success at work. Detached Introverts find little time for social interests and prefer to focus on climbing the career ladder. Includes five target segments Renaissance Elders: Mature, financially successful individuals who are vitally connected to community and to life. Renaissance Elders are upbeat about their future and remain interested in personal development. Includes five target segments Retired from Life: Mature individuals who use the past as their point of reference. The Retired from Life group is sedentary and resource-constrained. Includes three target segments.