I-Behavior Allies With Yankelovich
"Our clients will have the opportunity to not only know who to target but to understand the underlying motivation of the buyers," said Lynn Wunderman, president/CEO of I-Behavior, Harrison, NY.
MONITOR MindBase, developed by Yankelovich, Chapel Hill, NC, is a segmentation tool that attributes consumer motivations and attitudes to specific individuals within households. It is based on annual survey data from Yankelovich's MONITOR consumer research studies.
Opened in late 2000, I-Behavior is a marketing data and information services business that created a cooperative database of opt-in consumer names. It combines online and offline SKU-level transactional data to serve as the basis for analysis and targeting.
"Yankelovich customized the segmentation system to really leverage the predictive power of our thousands of transactional variables," Wunderman said. "It marries the behavioral data with the attitudinal motivational insight behind the behavior."
This is the only place to use this segmentation with known direct channel buyers, she added.
MONITOR MindBase divides the population into eight core value segments that distinguish consumers by their perspectives on the world. This segmentation considers level of materialism, orientation to technology, social interactions and optimism about the future.
The I-Behavior database has 470 participants with 65 million households and 77 million individuals.