LIVONIA, Mich., March 5 Valassis launched Consumer Navigator, its proprietary targeting segmentation system on March 1, 2002. Consumer Navigator predicts how consumers use incentives such as coupons, store discounts, or full price when making a purchase. Over 60% of U.S. households are incentive driven and Consumer Navigator can tell marketers the location of these households and predict incentive behavior. It combines this information with a household's life stage, neighborhood and spending habits to target the right shoppers with the right promotion. The system provides promotion marketers with a tool that has never been available before. "Every brand franchise has a portion of its shoppers who are incentive driven, and it's probably larger than marketers think,'' said Gary Yost, Vice President of Marketing for Valassis. "Consumer Navigator lets marketers talk to those people and provide the right mechanism geared to motivate.'' The Consumer Navigator has multiple applications for Valassis' clients, including building co-equity, developing retailer programs and optimizing the balance of mass and targeted vehicles. Valassis partnered with Claritas Inc., a marketing information and targeting service provider, to analyze consumer behavior studies and use them to predict national purchase behavior. The information was combined with Valassis' extensive media database, planning and targeting knowledge to develop the system.