What Glocalities does

Glocalities International B.V. is an Amsterdam-based market research firm that operates a values-based psychographic segmentation platform built on more than 450,000 completed surveys across 63 countries. The company's core offering, the World of Glocalities Insights Platform, is a web-based analytics tool that lets customers explore cross-cultural insights on target audiences across 2,500+ variables covering values, lifestyle, brands, sustainability, politics, and media consumption. The platform is anchored on a proprietary five-segment values model (Creatives, Challengers, Achievers, Conservatives, Socializers) derived from latent class analysis and validated since 2013, complemented by the Glocalities Compass toolset (12 integrated research modules), 48 Values Cards, 12 Universal Archetypes, and a cross-cultural standardization methodology developed with academic advisors including Inglehart, Schwartz, Hofstede, and Trompenaars.

The company monetizes through a hybrid model combining annual or multi-year subscriptions to the self-serve Insights Platform, project-based custom research engagements, commercial due diligence services for investors, and strategic workshops for persona development and campaign design. Pricing is not publicly disclosed; the company offers a free demo and quote-based enterprise pricing. Glocalities serves consumer brands and FMCG companies (Unilever, Heineken, Aviko, P&G/Always, Shimano), NGOs and advocacy organizations (Greenpeace, UNICEF, Amnesty, Milieudefensie), governments and tourism boards (NBTC), financial institutions (ING), cultural institutions (Van Gogh Museum), and select startups and healthcare providers. The company operates as a subsidiary of Motivaction International Holding, uses Motivaction's XS survey platform for fieldwork, and partners with panel providers Dynata and Kantar for international data collection. Glocalities holds ISO 27001 certification and has been recognized with industry awards including the Insight250 Award 2023.

Name

Glocalities

Legal name

Glocalities International B.V.

Website

https://glocalities.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Glocalities is an Amsterdam-based market research firm operating a values-based psychographic segmentation platform built on 450,000+ surveys across 63 countries. It serves FMCG enterprises, NGOs, governments, and cultural institutions with subscription analytics and custom research.

Ownership category

akta.pro rank

Product category

Market Research Analytics

NAICS

Marketing Research and Public Opinion Polling (541910)

SIC

Services-Advertising (7310)

akta.pro primary industry

Market Research & Consumer Insights (BPAHALAA)

akta.pro secondary industries

Syndicated Market Research (Panels, Omnibus, Tracker Studies) (MPAAALAB), Shopper Insights & Path-to-Purchase Research (MPAAAJAL)

Keywords

• Market research analytics
• Values-based segmentation
• Consumer insights platform
• Cross-cultural research
• Psychographic segmentation

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Insights Platform Subscription: Annual or multi-year subscription access to the World of Glocalities web-based analytics platform. Customers access the database, run analyses, and generate reports independently or with consultant support.
2. Custom Research Projects: Tailored research engagements including custom questionnaires, target audience profiling, and strategic consulting. Typically project-based with defined scope and deliverables.
3. Commercial Due Diligence Services: Research services for investors and private equity to assess acquisition targets using consumer insights. Includes target group analysis, competitive benchmarking, and business plan evaluation.
4. Strategic Workshops: Implementation support including workshops for translating data into strategic decisions, product development, partnership identification, campaign development, and persona development.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Glocalities sells values-based psychographic market research through the World of Glocalities, a web-based analytics platform covering 63 countries, 450,000+ surveys, and 2,500+ variables that supports cross-cultural segmentation, target audience profiling, and brand positioning. The platform is paired with custom research, Data Deep Dive analyses, strategic workshops, persona development, and commercial due diligence services delivered by in-house consultants.

Product overview

Glocalities offers a unified marketing insights platform centered on the World of Glocalities Application, a web-based analytics tool providing cross-cultural survey insights across 63 countries. The platform is supported by the Glocalities Compass visualization tool featuring 12 research dimensions, and complemented by Data Deep Dive analytical services and Custom Research solutions. Strategic services including workshops, persona development, and campaign development help translate insights into actionable strategies. The offering is built on a values-based segmentation model distinguishing five segments (Creatives, Challengers, Achievers, Conservatives, Socializers) derived from latent class analysis.

Differentiator

Problem solved

Functional benefit

Products and services

• World of Glocalities Insights Platform Web-based analytics tool providing cross-cultural survey insights across 63 countries, with 450,000+ completed surveys and 2,500+ variables covering values segments, sociocultural trends, archetypes, demographics, lifestyle, brand preferences, sustainability, politics, and media consumption. For enterprise clients seeking self-serve audience insights.
• Glocalities Compass Visualization tool comprising 12 research dimensions (countries, 5 values clusters, 80 sociocultural trends, 12 universal archetypes, 48 visual values cards, sociodemographics, lifestyle/interests, brands, sustainability, politics, media, persuasion tactics) for in-depth audience understanding.
• Data Deep Dive Analytical service providing detailed examination of specific target audience segments, consumer behaviors, and market insights using the Glocalities database.
• Custom Research Tailored research solutions combining client-specific questionnaires with Glocalities' existing values and lifestyle database to address specific business challenges.
• Strategic Workshops Consulting services translating research insights into strategic decisions, including product development workshops, partnership workshops, campaign development, and persona development.
• Persona Development Data-based persona creation that reflects target audiences using values, lifestyle, and psychographic profiles for marketing and communication strategies.

Quantifiable outcome

• Aviko reported 12-16% sales increase in CEE countries following implementation of Glocalities marketing strategy
• +4 more outcomes

Named customers20 records

Segments10 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eleven partnerships are on record, tiered major, core, supporting and minor.

• Elijah Interfaith InstitutemajorStrategic or Co-development Partner · 1 January 2022Collaboration on Ukraine research and faith leaders visit initiative. Survey analysis contributed to visit of world faith leaders to Ukraine to demonstrate friendship and solidarity. Elijah Interfaith Institute coordinates high-level interfaith delegations.
• Peace DepartmentmajorStrategic or Co-development Partner · 1 January 2022Co-initiative partner in faith leaders visit to Ukraine. US-based non-profit working to unite powerful actors behind shared goals for sustainable and compassionate future.
• Global CitizencoreStrategic or Co-development Partner · 1 October 2021Collaboration with international advocacy organization Global Citizen for climate action and environmental research. Released major trend study on climate concerns ahead of COP26 with exclusive media coverage. Global Citizen used findings to advocate for world leaders to take decisive climate action.
• Reuters FoundationsupportingGTM or Marketing Partner · 1 February 2021Provided exclusive interview for Reuters article on rich-poor divide during pandemic. Reuters published major story based on COVID-19 values research findings.
• Ronald Inglehart / World Values Survey FoundationcoreStrategic or Co-development Partner · 1 January 2020Collaboration with Ronald Inglehart (Founding President of World Values Survey Foundation) to track changes in people's values during the COVID-19 pandemic. First study measuring trends among same individuals in Q1 and Q4 2020 on such large scale across 24 countries.
• Motivaction InternationalcoreTechnology or IntegrationParent company (Motivaction International Holding). Glocalities uses Motivaction's XS survey platform for fieldwork. Part of integrated research group offering complementary methodologies.
• DynatasupportingTechnology or IntegrationOnline research panel provider used for international fieldwork. Conducted surveys through Dynata's panel in January-March each year (2014-2021).
• KantarsupportingTechnology or IntegrationOnline research panel provider used for international fieldwork alongside Dynata for survey data collection across 20 countries.
• Jacob Soetendorp Institute for Human ValuesminorStrategic or Co-development PartnerPartner in climate and environmental research initiatives. Rabbi Awraham Soetendorp contributed commentary and connection to religious leader networks for climate action advocacy.
• Procter & Gamble (Always)majorStrategic or Co-development PartnerResearch partnership for period stigma and menstrual health research. Always published multiple reports (UK, US, Canada) based on Glocalities survey data. Collaboration on global awareness campaigns.
• Academic Cross-Cultural ExpertssupportingStrategic or Co-development PartnerConsultation with academic experts including Inglehart, Schwartz, Hofstede, and Trompenaars for validation and development of segmentation model.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Ipsos: Global market research company with strong public opinion, advertising, and audience segmentation practices. Competes with Glocalities in syndicated and custom research, but at significantly larger scale across more countries.
• GfK: Major consumer research firm with global panels and consumer segmentation capabilities. Overlaps with Glocalities in cross-cultural consumer insights and lifestyle/values segmentation, particularly in European markets.
• NielsenIQ: Global consumer intelligence firm combining panel-based survey data with retail measurement. Comparable to Glocalities in cross-country consumer insights and segmentation, but bundled with much larger transactional data assets.
• Kantar: World's largest market research and consumer insights firm. Directly comparable to Glocalities in delivering consumer segmentation, brand tracking, and cross-cultural insights, but operates at vastly greater scale and with broader service portfolio.

Direct peers

• YouGov: Data and analytics company operating a large global online panel for opinion, brand, and consumer research. Comparable to Glocalities in panel-based syndicated research and self-serve analytics, with a more opinion/politics-leaning orientation.
• System1 (formerly BrainJuicer): Marketing research firm specializing in emotional and values-based advertising effectiveness. Highly comparable in applying psychological frameworks (e.g., emotions, values) to brand and communication research, with similar mid-sized European heritage.
• Mintel: Global market research firm providing consumer insights, segmentation, and trend analysis across product categories. Closely comparable in syndicated research subscription model and consumer psychographics.
• World Values Survey: Academic research program surveying values across global populations. Glocalities co-founder Martijn Lampert collaborated with WVS founder Ronald Inglehart, and the two operate with overlapping values-research methodology and country coverage.

Emerging players

• Morning Consult: Technology-driven research company combining global opinion polling with brand tracking. Comparable in opinion/values research and enterprise subscription model, with a stronger U.S. presence and technology-first positioning.

Regional players

• Pew Research Center: Nonpartisan research organization producing cross-national public opinion, values, and demographic research. Comparable in values/opinion research methodology and global trend tracking, though not a commercial enterprise and U.S.-based.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Glocalities_com
• LinkedInlinkedin.com/company/glocalities

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Glocalities