For more than thirty years Yankelovich has studied consumer values, motivations and lifestyles with its landmark study, the Yankelovich MONITOR®. By identifying, examining and understanding patterns among the U.S. adult consumer population as a whole, and through attributes such as generation, Yankelovich has developed a unique knowledge of what matters to people in their daily lives. By watching changes in consumer perceptions over time, Yankelovich has anticipated and forecast behavioral and lifestyle changes on the consumer horizon.

Tapping into this vast consumer knowledge, Yankelovich created MindBase^®, the only marketing tool that enables businesses to answer the questions “Who will buy?” and “Why?”. By understanding the latent motivations of consumers, MindBase^® ties fundamental attitudes to specific names and addresses in databases, thus allowing marketers to make a more powerful and pinpointed connection with their customers and prospective customers.