Through a multi-dimensional lens called the Five Mys, businesses gain access to predictive insights that navigate the complexity of consumer decision making. The Five Mys include: My Motivation, My Attention, My Connection, My Watch and My Wallet. Each of the Five Mys in isolation tells only part of the story: together they provide companies with a clear picture of the collective influences on today’s consumer and how those affect decisions, preferences, choices and spending.
"For years, marketers have touted demographic segmentation for targeting customers. Looking at demographics alone, however, risks missing the multifaceted way in which people make decisions."
My Motivation: Characteristics that drive behaviors and expectations
My Attention: Ways we direct our attention and focus
My Connection: How we connect to devices, information and each other
My Watch: How we balance the constraints of time and how that changes across life events
My Wallet: How we adjust our share of wallet across life events