Personalization of messages is easier and cheaper with the emergence of database and email technologies. For years, marketers have been limited to demographic and behavioral data in order to craft marketing messages. Now it is possible to develop personalized marketing strategies according to both behaviors and attitudes.
Attitudinal segmentation offers the chance to understand why consumers buy.
In this way, companies can design more effective messages and customize their marketing programs. It goes beyond pure demographics to provide insight into the mindsets of the American consumer. Through extensive analysis and predictive modeling, Yankelovich has identified eight major groups of Americans. These can be further broken down into 32 distinct segments that represent high-value targeting opportunities for marketers. For fun, they enjoy sports, hiking, camping, shopping, spending time with friends and attending cultural events.