KnowledgeBase Adds Yankelovich Segmenting Tool

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KnowledgeBase Marketing said yesterday that it has partnered with consumer research firm Yankelovich to offer clients MONITOR MindBase, a segmentation tool that attributes consumer motivations and attitudes to specific individuals within households.

MONITOR MindBase, developed by Chapel Hill, NC-based Yankelovich, is now available to KnowledgeBase Marketing clients for data enhancement and list rental through the AmeriLINK Consumer Database.

MONITOR MindBase divides the population into eight core value segments that distinguish consumers by their perspectives on the world around them. This segmentation considers level of materialism, orientation to technology, social interactions and optimism about the future. The eight segments are broken down into 32 more specific sub-segments that further define consumer attitudes.

KnowledgeBase Marketing scored its AmeriLINK Consumer Database with MONITOR MindBase indicators, customized specifically to KnowledgeBase data. This makes it possible for clients to segment customer and prospect files based on attitudes.

"If you are not taking advantage of your customers' unique views on life when you reach out to them, you are missing an important opportunity," says Craig Wood, president, MONITOR MindBase. "When you understand how your customers and prospects view the world and what drives their decisions, you will make your communications more relevant, your marketing more effective, your customer relationships stronger, and your return on investment higher."

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