Yankelovich Debuts Analysis Tool for Catalogers

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CHICAGO -- Consumer research and targeting consultancy Yankelovich, Inc., Chapel Hill, NC, launched MindBase Catalog yesterday at the Direct Marketing Association's 19th Annual Catalog Conference & Exhibition here at McCormick Place.


Mindbase is designed to improve the performance of consumer catalogs by aligning targeting and copy with the attitudes that drive consumer purchase behavior.


MindBase Catalog addresses issues such as defining ideal customers for different catalog versions, identifying the most responsive and profitable customers, determining where product purchase relates to attitudes, or guiding messaging and creative to resonate more strongly with target consumer motivators.


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