Mentality

Finding your target group is getting harder due to the developments in the mediascape. Traditional target groups are spread thin over an ever increasing number of media channels. To reach your target group, it’s no longer sufficient to segment target groups by demographics and geographical data according to Niniane Veldhoen, Matthijs Rotte and Kees Winkel. They set out to find a new way of segmenting that fits the recent demand. 

Other segmentation models are around but they still rely heavily on demographic data as age, income and postal code. Interest soon turned to the more psycho graphical approach.
When looking for a new segmentation model we started looking at the list of basic emotions as a blueprint for what later would become the basis for segmentation on mentality. Mentality in our view is the way to go when segmenting target groups on the more volatile media. 

For more information read the entire (dutch) document.