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Yankelovich, KnowledgeBase Debut Lists With Attitude

NEW YORK — Consumer research firm Yankelovich Inc. yesterday announced the availability of “Lists with Attitude” at the Direct Marketing Association's List Vision 2002 conference luncheon here at the Waldorf Astoria.

The lists, available through KnowledgeBase Marketing Inc., let marketers target consumers based on attitudinal traits identified by Yankelovich.

The first three segments of Lists with Attitude are Trend Setters with 10 million names, Control Seekers with more than 11 million names and Adventure Seekers with 3.5 million names. More segments will roll out in the next few months, according to Yankelovich.

Yankelovich president J. Walker Smith gave the luncheon address yesterday.

“Attitude matters in the way people behave in the marketplace,” he told attendees.

A deeper understanding of consumer attitudes and motivations lets marketers better target their offers, he said.

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