FAQ

Traditional demographics—such as age or income—tell you “who” your audience is. Valuegraphics go deeper, revealing “why” your audience makes purchasing decisions based on their values, influenced by local cultural factors.

Lifemind generates customer insights by using AI to analyze a proprietary database of original research based on themes from social psychology, social anthropology, and cultural geography. Lifemind research puts these themes into a commercial context to understand what drives purchase behavior. This data is embedded in 41,000 zip codes representing 189 unique worldview segments. When provided with customer counts by zip code, Lifemind's AI prioritizes values based on its understanding of the brand and products, which is determined by scanning the brand’s website. This process enables precise targeting aligned with values that will sell products.

Lifemind utilizes a unique form of segmentation that combines the strengths of both geographic and psychographic approaches, enhanced by AI for greater actionability. We refer to this as “geo-psychographic segmentation”, and while it’s a mouthful, it accurately describes the layering of insights by zip code, which makes the output easily applied to specific groups of customers.

Values-based segmentation allows marketers to align messaging with customer expectations by focusing on fundamental beliefs and life outlooks. This approach also helps reduce cultural and AI biases, which can arise when algorithms prioritize demographic or behavioral data, potentially marginalizing certain groups. By targeting stable, human-focused values rather than past behaviors, values-based segmentation minimizes bias in AI systems, leading to more inclusive and relevant marketing strategies.

Focusing on customer values is more impactful than just using demographic or behavioral segmentation because values are deeply ingrained and remain consistent over time, unlike behaviors that can change frequently. While demographics offer surface-level insights, values tap into the core motivations driving customer decisions, making your messaging more relevant and resonant. By aligning your marketing with what truly matters to your audience, you can build stronger, long-term connections that go beyond temporary behavioral trends or broad demographic categories

No, Lifemind does not require personal identifiable information (PII). Our insights only require information at the five-digit zip code level.

Example: E - IM - GX - GY Life Outlook: “E” (Egalitarian-Liberal) or “P” (Positional-Conservative) Region: One of sixteen region abbreviations (“IM” = Inner Midwest) Generation Pair*: GenZ (GZ), GenY (GY), GenX (GX), Boomer (BR)

When you use Lifemind, you’ll receive a list of segments, each identified by a code that reflects the segment's predominant values, including liberal "E" or conservative "P", regional characteristics (e.g., American Appalachian, Mexican Frontier), and generational pairings (e.g., GenX-GenY, BR-GenZ). These segments are ranked by indices, where a score above 100 means the segment is more prominent or performs better than average, while a score below 100 indicates it is less prominent or performs worse than average.

Yes, you may input up to 3 offers which will be reflected in the messaging output for the suggested test values.

All of them! With downloadable segments, you can quickly run experiments by matching zip codes to your customer files for owned channel targeting, or layering segments with other criteria for enhanced targeting. Here’s a few use cases to get you started: Email: Tailor email campaigns with messaging that resonates with customers' core values, improving open and click-through rates. Paid Media: Optimize ad targeting by focusing on segments most likely to engage, driving higher ROI for paid campaigns. Or, open new markets with targeted messaging to segments who have not been engaged. Website Messaging: Personalize website content to align with the predominant values of your audience, increasing engagement and conversions. Product Marketing: Position products in a way that appeals to the specific needs and values of targeted segments. Connected TV: With our integration with MRI, serve tailored ads that speak directly to the interests and values of viewers, enhancing ad effectiveness and viewer retention.

Industries that benefit the most from Lifemind are those where customer location plays a key role in purchasing decisions. This includes retail, real estate, healthcare, financial services, and local service providers. Lifemind's values-based segmentation, tied to ZIP codes, is especially useful for businesses that depend on understanding the values and preferences of customers in specific geographic areas.

Yes, Lifemind can be used for B2B applications, particularly for businesses where location-based values play a key role in decision-making. For example, B2B services targeting specific regions, or businesses that need to understand local market dynamics can leverage Lifemind’s values-based segmentation to tailor their offerings and communication strategies. By aligning with the core values of businesses in specific ZIP code areas, Lifemind helps B2B marketers enhance relevance and improve targeting effectiveness.