MindSets group people by what they believe, what they are interested in, and what motivates them. They work like mental operating systems: the lens through which people see an issue, interpret information, make choices, and respond to brands. 

Unlike traditional approaches that group people by age, gender, generation or life stage, MindSets help us understand people’s different experiences, interests and perspectives. They let us see both the broader patterns across a population and the real individuals within it. 

For marketers, this is useful because it reveals the different ideas, messages, voices and trust signals audiences are open to hearing – helping brands better understand who they are talking to and how to connect with them.