Motivaction International B.V.
Motivaction is an independent market research agency based in Amsterdam, serving both B2B and B2C clients. Since its founding in 1984, it has focused on uncovering the motives and drivers behind behavior and translating that understanding into insights that help organizations grow and increase their impact. The company positions itself as a team of creative thinkers and research experts who work closely with clients to solve marketing, communication, policy, and strategic questions. Its work is built around understanding target groups, explaining behavior, and helping organizations align their propositions, messaging, and decisions with what people actually value and do. Core Values Insight into what drives people : A central value theme is understanding the motives, values, and underlying drivers behind behavior rather than relying only on demographics. Impact and growth : Motivaction emphasizes helping clients achieve growth and greater impact by turning research into actionable direction. Independence and expertise : The company presents itself as an independent bureau with specialized research professionals and a strong methodological foundation. Collaboration with clients : Its approach is explicitly collaborative, working in samenspraak with clients to find the best solution for each question. Unique Aspects Mentality model : Motivaction’s signature asset is the Mentality model, a values-and-lifestyles segmentation approach that has been developed and used for decades to explain behavior and segment audiences. Broad expertise portfolio : The bureau covers a wide range of themes, including labor market research, diversity and inclusion, sustainability, health and vitality, behavioral influence, innovation, and reputation. Specialized labels and infrastructure : Around the core bureau operate specialized labels such as Glocalities, M-select, RMC, Sparkey, and StemPunt, extending its capabilities in international research, respondent selection, retail insights, workforce insight, and online panels. International reach through Glocalities : The company’s label ecosystem includes Glocalities, which builds on the Mentality approach to provide international lifestyle and values insights across more than 60 countries.