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Valuescope

Personal Values as we define them are "The things that act as the guiding principles in your life and give meaning to your life” (you can also think about them as "Whatever is important to you”, with examples including "having lots of money”, "friendship”, "tradition”, "having fun”, "individuality” and "social tolerance”.

In total we measure 50+ individual personal values and have developed a set of analytical tools that can work in both our syndicated data sources and in primary research studies:

7 values segments

• Achievers place high importance on attaining and exhibiting social status. In this pursuit they may put their own interests ahead of others’. They focus on money as a way to show they have succeeded, as well as a way to buy things that express their achievements.

• Traditionals believe that their inherited way of life is the best and does not need to change. They want their life to be governed by their religious beliefs and cultural traditions. In such a world, people follow prescribed rules and norms for most things, including how men and women should behave.

• Survivors try to always give their best effort while being modest and self-effacing. They are not looking for a lot of money, just enough to pay the bills. They are careful with the money they have. They want to keep their life as simple and uncluttered as possible. They are happy with their social status and do not aspire to get any higher. They believe in their own worth. They do not want power and the responsibility this entails.

• Nurturers focus on the family and the home. Nurturing takes time and patience. These are people who place high value on maintaining long-term commitment to friends and family. It is important to them to have close, supportive friends as well as making an effort themselves to help others. In building these relationships, they find it important to be sincere and to have integrity.

• Hedonists need instant gratification. They are constantly searching for new stimulating experiences. They seek adventure and risk in order to feel that they are alive. They need to feel young, each day being a new adventure. Most of all, they want to have a good time and indulge their desires, preferably with close friends.

• Socialrationals want to save the world, not because they are idealists but because they feel it is sensible to do so. They view the world as a large and diverse place where differences should be respected in order to maintain order. They value being open-minded and tolerant and affording equal opportunity to all.

• Self-directeds are all about being true to themselves. These people value freedom of action and thought so they can choose their own goals and achieve them.

Values map

In addition to measuring Personal values, we can also use the same approach to measure:

• Brand Values
• Employee values
• Corporate values