In October 2021, Insider Studios made a piece with PayPal for Business Insider about valuegraphics and the research behind it. It followed a PayPal-sponsored digital event on October 7 called "How Innovative Marketers are Reaching Customers Based on Core Values," where I shared what we'd learned from a large study of shoppers. The article describes how marketers were starting to add values data to the demographic and psychographic data they already had.
That's still how I describe it. Demographics tell you who your customers are, psychographics tell you what they've done, and values tell you why they do it and what they're likely to do next. You need all three. The piece also includes a video of me on stage talking through it, and the link below goes to our archived copy of the article with the video.
You can read the original at Business Insider (archived copy).
My new book walks you through all kinds of ways to identify (and use) your values, and it's available for pre-order now. It's called The Values Map, and I would be very grateful if you pre-ordered a copy. My publisher would love it too. ❤️
Everything gets easier when you know What Matters Most.
