New spins on the audience targeting model continue to generate new internet consumer information. Attitudinal targeting company Resonate, which is expanding beyond the political base of clients it solidified in 2009, has published a new report which is says shows the difference in attitudinal and “traditional” targeting.

The report is hardly the last word on targeting technology or methodology, but does show how specific needs and value can help define an audience for online advertisers. For example, according to the Resonate report, a customer group called “Carrot-stick Moms” (mothers who care about healthy food options and convenience) are better reached via attitudinal targeting. “It is 260% more effective than demographic targeting at reaching this audience,” says the report and gives the hypothetical example of a fast food restaurant that wanted to increase awareness of their new healthy menu options. If its intention is to reach Moms who like the convenience of fast-food restaurants but are seeking healthy options, and are social influencers who may help spread awareness with their family and friends, demographic targeting may only identify “women with children in household under age 15. That will give the advertiser a reach of 21%. When that data set is combined with attitudinal targeting such as, “social influencers,” “concerned about nutrition,” and “persuadable on requiring fast food restaurants to display nutritional information on their menu,” Reasonate says the reach of the new campaign can add up to 34% of the total audience.

 “It’s an acknowledgement that traditional targeting is limiting,” says CEO Brian Gernert. “We looked at ‘green moms’ and we found out that they will switch their intention to  buy a product by 23 percent if they know it’s ingredients are environmentally safe. But more important was the relationship they had with the product and their attitude toward.”

Again, the report does not argue that an isolated targeting method is the best. Gernert claims however that attitudinal targeting can be two to five times more effective than demographic targeting. But Resonate is adding a new voice to the targeting conversation, one which brings customer needs and value groups along with more traditional targeting algorithms. Gernert claims that the company has generated $5 million in business over the past nine months. He isn’t disclosing specific clients other than to say they are “iconic brands.” Resonate has cut its teeth so far on a lot of political projects, and is in part funded by political data pioneers Sara Taylor and John Brady.

The company’s patent-pending online research methodology combines traditional market research with online methodologies. Resonate performs continuous, large scale waves of online survey research, which is integrated with numerous data sources providing online behavioral data, purchase behavior and other audience characteristics.

For example, in February, Resonate formally introduced attitudinal targeting for advertisers to reach audiences based on their attitudes, values and beliefs. Along with that announcement, the new data on “Green Moms” that Gernert referenced was revealed as an example of how advertisers can use attitudinal targeting to understand the value orientations that influence consumer decisions like purchase behavior and brand affinities. Gernert expects CPG brands and retailers to comprise its growth.

“The first thing I always ask a prospective client is ‘what problem are you trying to solve,’” he says. “If companies are trying to find out their customer’s attitudes by conducting focus groups they’re not solving any problems and they’re only addressing a small segment of their audience.”