KnowledgeBase, Yankelovich Release New Segments

SAN FRANCISCO - KnowledgeBase Marketing and Yankelovich Inc., yesterday, announced the release of seven new segments of its "Lists with Attitude" here at the DMA show at Moscone Center.

The lists let marketers target consumers based on attitudinal traits identified by consumer research firm Yankelovich. The names come from KnowledgeBase's AmeriLINK national consumer database of over 230 million individuals.

The new segments are Altruists, Info Seekers, Optimists, Patriotic Loyalists, Savvy Investors, Technology Leaders and Traditionalists.

The first three segments of Lists with Attitude were released Aug. 27 at the DMA's List Vision conference in New York. They were Trend Setters, Control Seekers and Adventure Seekers.

The files are available through KnowledgeBase, a Wunderman company.

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