ARE YOU MORE EXPENSIVE? Here's a great case study that shows how you can help your customers feel great about paying more.

IT'S A FACT: people will pay more for products and services that align with their values. So your job is to make darn sure your customers see their own personal values reflected in every step of the customer journey. This can be an enormous time-suck, however, unless you know precisely what values your customers have in common. That's what valuegraphics data is for. We show you the shared values of your customers (and, secretly, your competitor's customers too 🤫😎).

HERE'S AN EXAMPLE OF HOW TO DO IT. I wrote this article for Hotel Business Review, a leading publication in the hotel industry. It's a case study we did (which will appear in my upcoming book) about one of my favorite hotel brands in the world – an expensive option in every city where they have a property. It's a step-by-step guide for how to structure a values-driven loyalty program to keep their most profitable guests coming back during these very budget-conscious times.

If you are in the hotel game you will find this useful. IF YOU ARE NOT IN THE HOTEL GAME, you will still find this useful if you simply imagine the entire scenario in your own business category.

Reading the article requires you sign-up for a free subscription to the publication, OR YOU COULD JUST REACH OUT and we will send you the un-redacted chapter from my new book THE DEATH OF DEMOGRAPHICS which is, as they say, coming soon.

#premiumpricing #valuesdriven #hospitality #tourism #marketing #hotels #hotelconsulting #humancentric #datadriven #customerinsights #competitiveintelligence

But when is the right moment to use values-driven data?

This video walks you through three moments in the development timeline when it makes the most sense to know the values of the people you are building for.

And to help you get started we’ve put together a free report on the values of residential tenants, and you can download the report for free here.

The report is packed with insights, and if you are in the rental housing business, there will be at least one that you’ll find immediately useful. Let us know…we’d love to hear from you!

All my speeches are based on the shared values of whoever my audience wants to reach.

Because once you know what people care about, you can engage and influence as much as 8X more powerfully than before. It’s true: shared values are the secret recipe for mass influence.

When I talk to CPG executives I teach them how to leverage the core values of their customers in the various global regions where they operate. When I talk to HR managers I speak about the values of the workforce they want to recruit. When I talk to technology companies I speak about using values to frame their sales pitch for institutional decision makers or end-user customers. You get the picture. Each speech is born of the same custom research we conduct for our research clients, but instead of a private meeting, I deliver the results on stage.

But there are two ways you can find the values of your target audience on your own.

The first way is to use the Valuegraphics Archetype Quiz in my book. It’s a simple set of 10 questions that you can send out to your staff, customers, prospects….whoever you want. The results, once tabulated, will point to an entire chapter of the book devoted to everything we know about one of ten Valuegraphic Archetypes. Each archetype chapter is a road map you can use to start creating values-driven solutions.

You can get a copy of my current book We Are All the Same Age Now on Amazon. Plus, sign up for my new book, out in the fall, The Death of Demographics: Valuegraphic Marketing for a Values-Driven World. What’s the difference? The first book features what we know about the USA and Canada, but the new book covers those two countries, plus 178 others….so basically, the entire world.

The second method is 100% free. Just use the Three Telltale Questions.

Everything you need to know is in the video below. Just ask these three questions and listen carefully for the themes that will emerge in the responses you receive.

And as always, I hope this helps!

My friends at Business Insider and PayPal asked me to share some valuegraphic data about online shoppers, and how to drive acquisition, conversion and retention.

HERE'S A SHORT CUT FROM THE STORY:

According to David Allison, author and founder of The Valuegraphics Database, what we value determines everything we do. "Whether we are conscious of it or not, the decisions we make are rooted in our core human values," he said.

When PayPal wanted to understand more about the core values of their own customers' purchasing habits, they enlisted Allison and his Valuegraphics Database to study 6,750 users in five regions around the world. The study incorporated some traditional metrics, such as demographics, which can help brands define the kind of group they want to target, and psychographics, which show a consumer's past pattern of behavior and can sometimes help predict the future. But he focused on values and found that loyalty, security, and experiences were among the top 10 values of PayPal users.

"Those three values are incredibly powerful tools to attract attention, engagement, and activation for PayPal consumers," he said. "There's a lot of PayPal customers around the world — don't you want your fair share of them? This is one way that you can get there."

#valuesdriven #marketing #datadriven #segmentation #profiling #consumerbehavior #humanbehavior #values

Our values unite us. Always have. Always will.

#values #valuesdriven #valuesthinking

#behavioralscience #valuegraphics #disruptdemographics

For the third time over several months, my friend Ginger Conlon sent me a research company newsletter that is worth subscribing to. It's written by John Dick the CEO of Civic Science and unlike other research company newsletters, it's fun and well-written! I learn interesting things when I read it.

The last issue taught me this:

"Among retailers, Bloomingdale’s and REI shoppers are the second and third most likely, respectively, to say they’re better looking than their peers."

John kept #1 a secret, for mysterious reasons.

And this:

"Carhartt fans are significantly more price sensitive now than they were two years ago, outpacing the shift among other apparel brands. Kanye West fans are way more Republican than they were six years ago because, well, you know." 

HERE'S WHAT ALL THIS MAKES ME WANT TO KNOW

It all makes me want to know WHY. Of course. Because that's what our research does. We identify WHY people do things, and how to change what they do next.

• If we knew WHY people shop in a particular place or for a particular brand, we'd know how to offer them an alternative and change what they do next.

• If we knew WHY they have a certain self-image, we'd know how to reinforce that, or move them off that belief.

• If we knew WHY they are predisposed to one media outlet or political party over another, we could predict how to make them switch. Or – you guessed it – how to how to get them to be an even bigger fan.

Because all the behaviors and emotions and decisions that John writes about so engagingly are driven by the same thing: our values.

WHAT WE VALUE DETERMINES EVERYTHING WE DO

If we knew WHY a certain group of consumers were cost-conscious, for example, we'd be able to predict their next cost-conscious move. Is it because they value experiences and are saving up? Or because they value wealth and hate parting with the cash? Or because they feel this will benefit their family?

Think about it as a three-legged stool of audience insights. Demographics describe your target audience, psychographics are a record of what they've done and felt and thought so far. And valuegraphics identify the core values that will motivate them most.

And with the kind of elegant insights that Civic Science provides, you'd have an especially sturdy place to stand.

#valuesdriven #demographics #psychographics #valuegraphics #marketing #values #behavioralscience #consumerbehavior #datadriven

MY TEAM WILL CONFIRM THAT I GET GRUMPY ABOUT making changes to my new book manuscript. Because, as any author will tell you, once you hand the final draft over to your publisher you've agonized over every word and phrase many times.

BUT THEN SOMETHING ENORMOUS HAPPENS and you really have no choice. It's pretty safe to say this is one of those moments of enormity.

I've explained it all in the video below. But in short, we have MORE PROOF THAN EVER BEFORE of the unfair competitive advantage companies receive by adopting a values-driven perspective.

It's not hard. You don't have to build new factories or buy new equipment. You can become a values-driven organization almost overnight if you know which core values your customers and your internal teams have in common.

Best of all? This is our chance for our companies to do well while we do something good. Because if we change the way we look at the world, we can change the world.

#disruptdemographics #valuegraphics #marketing #behavioralscience #data #valuesdriven #values #valuesthinking

BOOSTING GLOBAL WORKFORCE ENGAGEMENT is no simple task. What will work in one part of the world, in one industry, will be different somewhere else. Demographic profiles of employees don't help, because people within a demographic cohort don't resemble each other in any way that matters.

But if you know the shared values – the valuegraphics – that draw people to a profession, you have what you need to make a values-driven culture come to life. Just give everyone more of what they care about the most. It's simple.

Working with Genesys we profiled folks who work in contact centers around the world. And the results are available to anyone, for free at https://www.genesys.com/resources/values-agent-performance

Genesys provides the technology platforms for 70 billion customer interactions every single year. And at Valuegraphics, we love working with global organizations that are doing what they can to catalyze values-driven change.

We can change the world, if we simply change the way we look at each other. It's not that hard. Just ditch the demographic stereotypes from days gone by, and turn to valuegraphic insights instead.

Thanks to our friends at Genesys, contact centers around the world have the data they need to make values-driven workplace culture the new norm.

#disruptdemographics #postdemographic #valuegraphics #workenvironment #workculture

Customers Shared Values

After all, our values drive our decisions, including what we choose to pay attention to. Once you know what values your target audience shares (aka their valuegraphics) you can engage with them like never before.

OF COURSE THE FIRST STEP is to find the shared values of your target audience. You can hire us to do this in a super-duper accurate way. But it's not free and it's not for everyone.

THE ZERO-COST WAY is to just ask the right questions. Next time you send out a survey, or talk to your customers in any way, ask them these questions:

1. Why do you go to work every day?

2. Why would you give away half your lottery winnings?

3. What would you say to your ten-years-ago self, and why?

Everyone will use different words to answer these questions, but if you watch for the patterns you will see themes emerge. Those are the values of your customers rising to the top.

Last step? Give your customers as much of what they value as you can, in every way you can think of.

It's a rough and ready method, but you'll be using valuegraphics to understand and engage people.

And you'll have become a values-driven organization!

#profiles #personas #values #disruptdemographics #valuegraphics #marketing #valuesthinking

You may say I’m a dreamer

My thoughts have been heavy with all the strife in the world.

There are serious problems here at home in Canada. My friends in the USA are struggling too. In Palestine, in Libya, in Afghanistan, in Hong Kong, in Myanmar, in…well…it might be easier to list the places in the world that are NOT living through troubles and trials.

And so this seemed like the right moment to share a unique chapter from my upcoming book.

I wrote this book for marketers and creators. The book shares the global data we’ve collected on what everyone cares about, and teaches readers to use the data to engage their target audiences.

But in this one chapter, just this one, I let myself wander off-topic and dream about a better world.

Nobody said it better than John Lennon. “Imagine all the people, living life in peace….”

Yours Truly,

David Allison

The chart below shows all 56 core human values ranked in order of importance for the population of planet earth. This ranking was compiled from our 500,000+ surveys in 152 languages across 180 countries. 

When I sit back and look at this macro-visualization, the product of all the work that’s been done on the Valuegraphics Database over the last five years, it’s a bit overwhelming. You are looking at the most complex record of what humans care about that has ever been created. It makes me stop and think about the global challenges we face today. 

As I write this the world is reeling from the effects of a global pandemic. The environmental security of our planet is under critical threat on countless fronts. Populations are at war. Genocides still happen. Migrants flee unbearable conditions and are met with hatred and violence. Entire economies are hanging by a thread. New fault-lines continue to emerge that further delineate us vs. them. There are enormous numbers of people on this planet who do not have clean drinking water or sufficient food, while there are others with a fleet of private jets on stand-by waiting for their exclusive use. So many people still fight for equality: there are places in the world where you can be executed for being gay; where the color of your skin makes you a second-class citizen; where your gender dictates what you can and can’t do.   

But what if the whole world, on every level, was guided by a factual understanding of our core human values? Not a random and ever-changing interpretation of values that politicians and lobbyists use to justify their political ideologies, but a unifying set of core human values based on data and science?  

In my dream world, this chart of global values would become a guiding light for global leaders. They would use it to make decisions about what to prioritize. I’ve daydreamed on podcasts, in the media, and in my own writing that elected leaders globally, nationally, regionally, and right down to the level of cities and towns, should be presented with the valuegraphics for the people they represent. And that their political performance should be judged based on how well they respond to what their constituents truly care about.  

It’s not a likely scenario, I admit. And I am sure there are philosophical flaws in this big grand dream of mine. But, regardless, let’s play a game. 

If you and I were elected the leaders of the entire world, and we had the global values chart to work from, what would we do? To make things a bit easier, here’s just the top ten values for the world, plus the Togetherness Values that make the cut. 

Based on this data, the first thing I would do if I was the leader of the world, would be to find ways to strengthen and protect families. But I’d never-ever leave that word hanging out there like a single piece of laundry drying on a line. Family means so many things to so many people and all the definitions are valid and beautiful. My idea of Family might be more about my chosen family, and it may or may not include my biological family. It could also mean an unconventional type of family with two moms and two dads and an auntie, or whatever, and that’s ok too. For some people, it might just be a small nucleus, and for others an entire glorious ecosystem of people they love.  The metaphorical laundry line is jam-packed with fresh linens and towels and sheets, and they are all happily flapping in a warm breeze on a sunny summer day. 

Bouncing around on the chart on a whim, it would be a perfectly supportable move, as leader of the entire world, to convene a special task force to study Personal Growth. How can we help all the citizens of the world feel like they are moving forward, improving themselves and their lot in life, learning new things, and becoming ever more comfortable in their own skin? I’d love to sit in a meeting and listen to the amazing initiatives that the Personal Growth global task force would bring forward. Who wouldn’t? Why don’t we? 

Financial Security can’t be neglected. With so much economic disparity in the world and varying ideas of what Financial Security looks like, it would not be a simple value to augment equitably. But I’m convinced it would be worth enduring endless and excruciating conversations about economic theory. Because, if the citizens of earth could all find the Financial Security they seek, I do believe a whole whack of the fighting between members of our global family would be resolved. And a happy family makes for a peaceful home, which surely we can all agree would be a good thing. 

Then, what do you suppose we could do to combine our overwhelming desire for Belonging, with the importance we place on Health & Well-Being?  

And, what if our shared values around Relationships and Loyalty were harnessed in ways that made the world a better place...what would that look like? 

We can keep going here, imagining how to give people more of the things they care about most. But the truth is, you and I are probably not going to have the chance to implement these ideas on a global scale. 

But we can chip away at this. There are more than 115 million companies in the world. If even a small percentage would stop using divisive demographic stereotypes to understand their target audiences, and instead embrace the unifying values that we share as humans, it would be a great start. One organization at a time, we can get to a better place in a better way.

The Gortexted Valuegraphics

It takes a lot to surprise me, but this chart did just that. After years of profiling target audiences for companies all over the world, you think you’ve seen it all and then you get a result like this.

For two companies that are in the same sector, competing with each other for the same share-of-mind, I would have expected to see some nuanced differences – a molehill of variance, not a mountain – between their target audiences. But this? This is the Mount Kilimanjaro of differences. Let’s break it down. 

The North Face customer is driven by Belonging and a sense of Community that outstrips the Patagonia customer by a mile. Anecdotally, I see North Face logos all over the people working on movie sets here where I live in Vancouver, often referred to as Hollywood North, and so the importance of Creativity and Self-Expression shouldn’t come as a surprise.  It’s very rare to see Balance and Compassion in a consumer product profile like this, so that’s worth noting. But before we end up convinced the North Face fan is some kind of misunderstood zen mountain poet, note how much importance they place on Financial Security and Possessions. They want to maintain their economically-enabled lifestyle, and really love having stuff. 

What should North Face do with this? Well, messages of technical craftsmanship and material suitability seem to be the norm in the sector, so assuming they have those covered, they might want to find ways to soften the edges of the brand a bit. 

A campaign featuring the unsung heroes of back-country creativity? The Banff School of the Arts hosts the Mountain Film Festival every year, where the world’s best films about the mountain lifestyle are screened and trophies are handed out. A heavy-duty sponsorship of that event seems like it would be a natural fit. Particularly if there was a way to directly involve North Face customers around the world to boost Belonging and Community. How about a North Face live streaming channel for all the movies screened at the festival, in real-time, and digital front row seats at the awards show too? Could the winning filmmakers have a Zoom meet-and-greet with North Face customers?  

Patagonia customers are an entirely different breed. They will gravitate to anything that can help them achieve more Personal Responsibility, a value we often see associated with environmentalism. They want to find ways to be the one who makes things happen. Add to that the importance they place on Loyalty, and these would be prime prospects for involvement in some sort of ongoing brand-sponsored activism that hinges on their own actions. Maybe there are micro-grants that Patagonia customers can apply for that could be used to help with small-scale change in a million neighborhoods around the planet, one initiative at a time? 

The other distinguishing valuegraphic cluster for Patagonia customers includes Security, Basic Needs, and Employment Security. Compared to North Face fans, these folks really want to feel wrapped up in a warm blanket of fiscal assurance. They think about how their actions will impact their jobs, their ability to pay the rent and put food on the table, and their safety in an increasingly volatile world. 

If either brand wants to go on the offensive and look to steal share while simultaneously solidifying their base, the North Star to guide that activity is provided by the Valuegraphic Profile too. The values shared by both target audiences, if amplified by either brand, would be the easiest way to have your freeze-dried-backcountry-camping-foil-pouch-of-cake, and eat it too.

Demographic Stereotypes

Demographic stereotypes based on age, gender, income, and the rest are harmful, hurtful, and divisive. We must discard them once and for all.
Ageism, sexism, racism, homophobia…the list of destructive ideologies rooted in demographic stereotypes is long. Judging a group of people based on outward-facing demographic characteristics has caused so much hurt. But finally, diversity, equity, and inclusion are top-of-mind, and we've got truckloads of data to add to this important conversation. The 500,000+ surveys in our benchmark dataset prove these fundamental truths:

1. Demographics are a lousy way to understand each other. So why keep using them?
2. People can be accurately grouped based on what they value. Isn't this immediately better?

Here’s just one example. I've included a chart below that shows how much people resemble each other in various age groups. In other words, can you assume that people of a similar age are similar? Can you use broad sweeping generalizations (aka stereotypes) about people based on their age? Is ageism rooted in any kind of truth? The short answer is no. Age is a terrible indicator of similarity. It is enormously inaccurate to say anything like “Millenials love X” or “Generation Z is all about Y.” If I showed you the same chart for gender, income, race, education, or any other demographic cohort, it would look pretty much the same.

I’ve also attached another chart that shows how similar people are if you group them based on their shared values. It’s roughly 8X more accurate to use broad sweeping generalizations about people based on what they care about: what’s on the inside instead of what’s on the outside. That's 8X more alignment. 8X better ROI. 8X better understanding of what makes people tick. Why wouldn't we all want that?

If you'd like to make the switch to values-based target audience segmentation, talk to me. We can help. That’s what we do for organizations all over the world, across 180 countries.

But I’ll let you in on a little secret. Want to know what gets us out of bed every morning and excited about doing this work? Want to know why our team is so focused on bringing this 8X target audience upgrade to companies big and small all around the world?

It’s because slowly, gradually, as more and more organizations abandon demographic stereotypes and change the way they look at the world, it will change the world.

#valuegraphics #postdemographic #marketing #ageism #diversityequityinclusion #consumerbehavior #segmentation

Economic Recovery on the Verge

Stores in many countries around the world are on the verge of a mass consumer event, and in some places they are already swamped with shoppers returning. While every region is at a different place on the timeline, eventually all the economies of the world will have rebooted. And everything seems to indicate that consumer spending already is (or soon will be) fast and furious. 

This is a major opportunity to win new customers who are eager to spend. But there’s also a major opportunity to waste enormous marketing dollars if companies don’t understand what drives a target audience to buy one thing instead of another.   

Companies everywhere are rethinking how they define their target audiences. They are embracing all manner of technologies that slice-and-dice target audiences into more and more precise slivers. It’s a virtual tsunami of demographic and psychographic data about every consumer click, glance, swipe and visit.

But there’s a major flaw in all this data

More than who they are and how they behaved before, companies who want to take advantage of the economic recovery must understand how their target audiences will behave next. 

Consumers have spent an entire pandemic pondering what’s important and what’s not. Their motivations can’t be accurately understood in terms of age, income, marital status...or past shopping behavior. Regardless of their demographics and purchase history, consumers will spend boldly on what they care about, and what they truly value.  

That’s where Valuegraphics come in. 

 We can isolate the shared values of your target audience and tell you what they care about.  We can show you what is so important to them that it influences every decision they make.  When you layer these predictive analytics on top of demographics and psychographics, you have created a stable three-dimensional profile of your consumers. You know who they are, what they’ve done, and the drivers that determine what they do next.    

Deep dive understanding

We built the Valuegraphics Database by analyzing more than 500,000 surveys from all around the world. One question we asked all those people was “What are your favorite brands?”

If enough people mention a brand we can dive deep into the rest of the data and see what those folks have in common. It’s not as accurate as a custom Valuegraphics Profile that we would do for a client. But still, it can be really cool.

Budweiser came up a lot in the USA. And since it is May, and summer is nearly upon us, we thought we’d poke around in the 436 metrics we have in the global database and see which ones apply to Budweiser fans. After all there is no pandemic restriction against having a BBQ in your own backyard and crushing a beer or four while you do it.

Two Types of Workaholic Archetypes for Budweiser

Our database can be broken up into 15 archetypes that more or less cover everyone on earth. The Workaholics are just one of those 15, and they will be familiar to anyone who read my last book.

I’ll be introducing you to all 15 archetypes in my new book, which I’m fully stressed out about because the first draft is due pretty much right now, and I’m not even close to being done. Damn this beer is going down nice though!

Family-Driven Workaholics

Family-Driven Workaholics are driven to work crazy-long hours because of their family. They want to do everything they can to make sure their family is safe and secure. But why are they attracted to Budweiser?

We can’t know for sure unless Budweiser (or some other beer company) hires us to do a full-on custom profiling. But there is a clue in the data we already have: they place an enormous amount of importance on the value of Leisure, which is super-rare. Workaholics don’t generally give two-hoots about Leisure because it takes away from their time at work. But these particular Bud-chugging family-focused workaholics are motivated to let their hair down once in a while, and when they do, they want a Bud.

What’s interesting is that Workaholics are usually super-focused on how everyone else perceives them. Values like Social Standing, Ambition, and Upward Mobility are generally a really big deal. With a custom profiling, we’d be able to tell precisely what it is about the Budweiser brand that triggers those values for these people, enough for them to say “Make mine a Bud.”

Life-Driven Workaholics

Life-Driven Workaholics have shown up many times before too, but in this case, there is a unique twist. Normally these people are working so hard to reach some enormous life goal they are chasing: they want to take a year off and work on a Ph.D., or they want to climb Mount Kilimanjaro, or buy a second home…you get the picture.

Here’s the twist: the big goal that the Budweiser Life-Driven Workaholics have is…well…they want to be social. They work really long and hard because they like to drink. Go figure.

What values make this group unique? It’s a two-for-one observation here: we do NOT see Social Standing in their profile, as we would in a more run-of-the-mill workaholic profile. Instead, we see a doubling-down on some form of being with other people, which might be the infrequently-spotted Friendship value. This value is super-rare, so when it shows up we pay attention.

Maybe I’ve had three beers at this point, and maybe I haven’t. But I’m feeling very creative at the moment, so if I was the copywriter assigned to sketch out a TV commercial for this group, you know what I’d do? I’d focus on how they are different. “You guys have everyone fooled don’t you? They think you are focused on work, buttoned-down, your eyes on the prize. But we know you. Meeting your quarterly objectives isn’t as important as meeting your friends. When your boss talks about networking you’re thinking about working the volleyball net on the beach next weekend. We got you. This Bud’s for you.”

This is about as broad a paintbrush as I’ve ever used to tell a story about the Valuegraphics of a specific brand. So please remember that this is based solely on the information that we happened to have lying around. A real-life Valuegraphics profile for Budweiser fans would identify the secret consumer-behavior-recipe: exactly which of the 56 core human values, combined in precisely what amounts, make up the OS for this target audience.

In preparation for an appearance on a podcast today I pulled the data for the population of the EU and compared it to the population of the UK and I found a few things that marketers in the UK should be aware of. It’s a bit ridiculous to talk about such giant datasets because no brand is ever going to target the population of an entire country or region. But in a broadly directional way, these findings are worth knowing about.

Personal Growth, Employment Security, Health/Well-Being, and Wealth are more motivating for target audiences in the UK than in the EU.

What does this mean to a marketer? The answer of course is: it depends.

If you are a luxury hotel it may cause you to stop and think about how your offering can help your guests feel like they have become a better person than they were before staying with you. How can your positioning, amenities and soft-programming feel like a Personal Growth decision as much as an accommodation decision?

If you are a bank, you might use this insight to explore how your messaging can focus on wealth creation vs. debt reduction or investments. Given how aligned people in the UK are around the value of Wealth, asking yourself how you can connect the dots between your brand and this value would be time well spent.

If you are a grocery chain, I’d advise some extra thought be given to shelf-placement of healthy provisions and products. Of course, there’s a case to be made that the unhealthy stuff may contribute to emotional health because we all need to treat ourselves from time to time with chocolate ice cream, or whatever your indulgent pleasure might be. If you did decide to feature tasty fat-laden treats in a prominent way, wrap the initiative in a warm blanket of messaging that connects these treats to self-care. That will make your efforts align with the importance of Health/Well-Being to your shoppers in the UK.

Of course with a custom Valuegraphics profile for a specific brand in the UK (or any of the other 180 countries for which we have accurate data) you’d be able to spin out very precise strategies and tactics to activate your target audience. Even so, for anyone marketing in the UK, I hope this helps you use the power of Values Thinking as you work towards your goals.

This is a book installment, a case study from the upcoming book Valuegraphics: The OS for Your Target Audience.  

Case Study for Brunello Cucinelli Customers

Writing a book is a lot of hard work, so it’s perfectly acceptable to indulge myself just a little from time to time, don’t you think? And if that authorial self-indulgence results in an excellent story to add to the book, then so much the better, am I right? I sure hope you agree because this case study is very personal to me: it’s about one of my favorite brands in the world, Brunello Cucinelli. If you are reading this Mr. Cucinelli, what follows is a tip of my hat to you. 

For those of you who aren’t familiar with the outrageously beautiful and well-made clothing and accessories that Brunello Cucinelli is known for, I’m not sure what else to say except they are outrageously beautiful and well-made. And yes, reassuringly expensive. But there’s a reason why. You are not just buying clothes; you are buying into an experiment in brand-building based on values. 

Mr. Cucinelli has been slowly reinvigorating small-town life in northern Italy, places with a history of making beautiful clothes. The old factory looms and mills are running again, the Nonnas are bringing lunch to the workers, the churches and schools are full once more, and the kids are learning the trades perilously close to being lost. In short, the brand is based on pursuing a set of values. If I were to guess, I’d say the values central to the Cucinelli strategy include Community, Harmony, Respect, Tradition, Patience, and most definitely Service to Others.  While there are probably faster ways to scale and smarter ways to grow than by rebuilding the past, giving people pride, and creating a future for their families, this example of doing well by doing good seems to be working out just fine. 

So I thought it would be interesting to profile Cucinelli customers to see how their values stack up and if the Cucinelli brand is on-point. We surveyed a statistically representative sample of those who consider themselves regular purchasers, as well as those we will call prospects. Prospects are well-aware of the brand, find it desirable, and have just not yet committed to buying their first piece. Between those two samples, we now have the OS for both the current Cucinelli customer and the prospective customers who can be easily convinced to join the clan.

And since this custom Valuegraphics profile was at least partly for my own pleasure, I thought it would be interesting to do the same thing in another part of the world. So, in addition to the USA, we also surveyed customers and prospects in China. 

So now we can have all sorts of fun looking at what customers and prospects care about in two different parts of the world. How similar are they? How different? What values do they share in common? All this and more, coming right up! Let the games begin!

I could fill a few pages with demographics and psychographics specific to each country and the audience segments we discovered. But unless you are the director of marketing for the Cucinelli brand, these details will not be all that exciting. So let’s stick to the most fun bits, starting with these three general observations that I found quite intriguing: 

• The Chinese are more likely to feel that wearing Cucinelli will benefit their family. They see it as a means to an end. If you look successful, their thinking goes, it will help you be successful, and ultimately your family will benefit.

• On the other hand, the USA buyer looks at Cucinelli (and other luxury purchases) as an end goal, not as a tool to accomplish something else. Curiously, we saw this same distinction between the Chinese and USA target audiences for another luxury clothing brand we have profiled.  And while we only have these two instances, it makes me wonder if the same thing is true across the entire high-end clothing category: in China, what you wear is a tool to help you get where you want to be, while in the USA this type of clothing is enjoyed for its own sake.   

• The emphasis Cucinelli places on positioning the brand around a set of core values shows up in survey responses, but for very different reasons. People in the USA frame their attraction to Cucinelli brand values in terms of respect. In other words, “I respect what they stand for.”  In China, people emulate the brand, as in: “I want to be like that too.” 

Cucinelli Customers in the USA vs. China 

Different things drive Cucinelli customers in the USA and China, so brand messages will be more potent if they are tweaked slightly to reflect what people care about in each part of the world. 

It’s not that entirely different positioning is required, just that there’s an opportunity to leverage different values and be even more precisely appealing in each market. 

It’s like two groups of ice-cream fanatics: one group loves chocolate, and the other prefers butter pecan. Both groups love love love ice-cream and would consume any flavor.  But if you know the exact flavor they crave, why not make both groups swoon?  In other words, don’t use an identical campaign in both regions and expect optimum results. 

Of course, you might find a way to blend both Valuegraphic profiles without diminishing the appeal in either market, just as you might build an ice-cream sundae with scoops of both chocolate and butter pecan. But there’s a risk. If you don’t get the flavor proportions just right, you’ll end up with a confusing sticky mess that doesn’t appeal to anyone. 

Cucinelli Customers vs. Prospects

There is a big difference between customers and prospects in China, while there are more minor differences in the USA. Even a quick glance shows how the comparative data lines up in more of a tidy straight line on the USA chart than on the chart for China. 

Consequently, in China, the challenge is to embrace a wider variety of people with marketing strategies to reflect more disparate values.   

Here’s an example: customers in China are influenced far more by Health & Well-Being than prospects are. Prospects, however, are huge on Experiences. 

To illustrate how values can drive solutions, let’s pretend the assignment is to plan an event. The objective of this event is to reward your best customers and jump-start sales for a new season. While we’re at it, let’s see if we can also convert some prospects into customers. And since we’re pretending, I’ve decided to pretend the budget for this event is limitless. 

What if you staged an elaborate outdoor dinner in an extraordinary location that triggers the enormous importance Cucinelli customers place on the value of Health & Well-Being. Guests are seated at a long linen-draped table, center-field in a football stadium which you’ve rented for the occasion. Transportation to and from the dinner is part of the show, of course. Cucinelli-clad models with luscious Italian accents who are also magically fluent in Chinese will chauffeur guests to the dinner in elegant town cars. 

You invite your very best customers of course. But interspersed around the table, you place prospects that are likely candidates for conversion to loyal customers because, after all, the importance they place on Experiences will leave them feeling like they have scored a sartorial goal by being part of this special event. 

And since this pretending game is so much fun, let’s go crazy. There’s a fashion show during the cocktail hour with famous football players sporting the latest collection. Look! Here comes David Beckham wearing the new indigo-dyed cashmere dinner jacket! And of course, we will send everyone home with a gift: a butter-soft limited edition leather soccer ball created by Cucinelli artisans just for this night, autographed by the football star of your choosing. 

Let’s dissect this fantasy event using the values on the chart for Chinese customers and prospects. We’ve leveraged Health & Well-Being and Experiences. But I’d argue that the proper storytelling around this event, combined with a thoughtful lead-up and follow-through, would activate the values of Belonging, Relationships, and Possessions too.  

“Now, just wait a minute...” I hear you saying to yourself, jabbing your finger at me to emphasize your point.  “Who wouldn’t enjoy going to that event?” And you are not wrong. It sounds like anyone would have a good time. 

But this event originated in the data. It did not start with a random idea about what might appeal to their best customers and promising prospects. It was easy to dream up an evening of mythical proportions because we had a North Star. We knew what this crowd of clotheshorses cares about, what they value most of all. 

Let’s shift our focus to the USA. Have a look at the chart for American customers and prospects, and you’ll notice that, with fewer exceptions, their values align. It’s far easier for the brand to think about customers and prospects in America as one big happy commingled target audience. We see common ground on values like Experiences, Personal Responsibility, and Financial Security for example. What could we do with just those three values to appeal to long-standing fans and newcomers alike? 

To drive home the point, let’s pretend we’ve been tasked with reworking the US version of the company website, and our goal today is to establish the key communication goals. What do we want people to know about the brand after visiting the website? 

If Experiences, Personal Responsibility and Financial Security are the values we want to activate, it would be easy to support a key message strategy that reinforces these communication themes in as many ways as possible:   

• Emphasize the timelessness and durability of the clothing, and remind website visitors how these investment garments will last a lifetime. Owning clothes that are timeless and enduring is a financially smart thing to do, which appeals to those who value Financial Security. 

• The decision to acquire quality clothing is the opposite of disposable-fashion consumption, which means the buyer is taking Personal Responsibility for walking on the planet with a lighter footprint. 

• Legacy equipment and traditional techniques contribute significantly to the well-deserved reputation for quality craftsmanship. Like the complicated and oh-so-elegant Neapolitan shoulder, a trademark of Cucinelli tailoring that stretches back hundreds of years. What an Experience it is to wear clothing with this kind of artistry sewn right in.  

Cucinelli’s marketing team is no stranger to these storylines of course. That’s why Cucinelli customers and prospects are attracted to the brand in the first place: because these values are already present. Remember, what we value determines everything we do, including our brand preferences. 

However, with values statistically identified, and extrapolated from a dataset of half-a-million surveys, it’s now clear to the Cucinelli marketing team just how important these particular values are compared to all others. Plus, we’ve identified a particular set of values which will both solidify the support of current customers and help the brand increase market share by converting prospects into buyers.  

Cucinelli’s Influenced Loyalists

Every time we analyze the data for a target audience, several segments appear. It’s like looking at any collection of things and organizing them into groups.

Think of a table covered with cards and letters you’ve received from friends and family over the years. You could organize them into piles based on who sent them to you, or the year they were written, or the color of the ink used to write them.  

This is an oversimplification, but most of the time the audience segments we see in the data are easy to slot under one of the 15 Valuegraphics Archetypes. The archetypes are tribes of people who share some kind of characteristics in common: they are Workaholics, or Adventure Hunters, or Anti-materialists or etc. 

What makes a Valuegraphics Profile unique for a specific brand is not just the values shared by the overall target audience, but the values for each of the audience segments. Once you understand what your segments care about, you have laser-focused insights. 

Think back to those ice cream sundaes we talked about earlier. Analyzing the chocolate ice cream fans by segment would give you additional actionable insights. You’d know that 37% of your target audience likes their chocolate ice cream with sprinkles, 26% prefer nuts and whipped cream, and 17% love those little silver ball-bearing candies that look pretty but seem very likely to break your teeth.  

We found a very rare segment in the data for Cucinelli prospects. We’ve only ever encountered this kind of Loyalist once before.  This is a group of people who create a segment because of one thing: they want to be loyal to the same things as their heroes and mentors. We call these people the Influenced Loyalists. 

Let’s say they are loyal to a trusted business coach or life mentor who wears Cucinelli. That would influence them to decide that Cucinelli was their brand too. Or perhaps they follow the work of a famous Cucinelli-clothed singer, or writer, or actor who has had a huge impact on their life. Bingo, they will want Cucinelli too. Convincing this group to buy the brand is about, at least in part, making sure they are aware of who else is wearing the brand. And given that this segment represents 17% of the Cucinelli prospect audience, activating their values could significantly boost sales. 

To see how different they are from the rest of the Cucinelli audience, have a look at the chart. The differences are a gift, in this scenario, because it’s simple to zero in and activate these prospects in a  precise way. 

To keep things simple, let’s assume we have been assigned a broad marketing challenge: the CEO has asked us to boost engagement with the Influenced Loyalists. As a working group, we’ve looked at the data and decided to focus on the values of Loyalty, Relationships, and Personal Responsibility, as these are three uniquely dominant values for this segment.

It’s not always this clear-cut, but in this case, we know that our target audience is influenced by individuals towards whom they feel a sense of loyalty. One obvious way to engage them would be to find a brand ambassador who inspires that loyalty. Here are some guiding principles we could use to help us make a selection:

• It would need to be someone who is borderless, who appeals to prospects regardless of where they live, and who has a story that shows how Loyalty reaps dividends. 

• Furthermore, because these prospects value Relationships, this brand ambassador should feel friendly and approachable. 

• And finally, it should be someone who is doing good things in the world, someone who has taken on some Personal Responsibility to make things better for people. 

If the company could find a brand ambassador that meets those qualifications, this segment of the Cucinelli audience would be hard-pressed to look away. At the risk of sounding sycophantic, I wonder if it might not be Brunello Cucinelli himself? Often, when a brand pushes the Founder to the front of the room, it is because of the founder’s ego. But in this case, the data fully supports the decision.  

Brunello Cucinelli is a globally-known figure, already prominent within the brands’ communication strategy. He is a leader who comes across as personable and approachable. He has spent a good portion of his life reviving small towns and giving their inhabitants a better life. If that’s not Loyalty on parade, loyalty to a set of values shared by this segment of the target audience, I’m not sure what is. 

Cucinelli the company could do worse than to increase the visibility of Brunello Cucinelli significantly, and push him to the front in more ways than they do at present. The Influenced Loyalists would reward this approach in very tangible ways. 

To stay in the loop on the release of the upcoming book Valuegraphics: The OS for Your Target Audience, and to receive other reports and information, you can register by clicking here. Thanks!

Environmental, Social, and Governance

We’re on the verge of the largest wealth transfer in human history. Trillions of dollars will change hands as the Baby Boomers pass along their wealth to the next generation, making some of the world’s wealthiest people even more well off. 

This new generation of high net worth individuals (HNWI) and ultra-high net worth individuals (UHNWI)—a group we’re calling The Inheritors—will have different values, wants, needs, and expectations than their parents, which means anyone interested in reaching this very desirable target audience must learn to adapt.

Misconceptions abound about how to connect with The Inheritors. For example, there’s a belief that this group will be focused on doing good things while they make their money. Our data shows that only a small segment of The Inheritors feel this way. The vast majority will look to save the planet as a secondary consideration or will turn to these concerns later on in life. Right now, they’re interested in buying the beach house, getting their NetJets membership, and ensuring that their children’s future is secure.

Investors, philanthropic organizations, luxury good makers, banks, and other interested parties see nothing but questions when they look at The Inheritors. With data from the Valuegraphics Database, we now have the answers. 

In this post, we’ll share some information on the ESG Champions, one of four types of Inheritors that our study revealed. We’ll look at how they think, what they want, and what messages will influence them most.

The answers, of course, lie in their values. Because what we value determines what we do. When you know the shared values of your target audience, you’ll know how to activate them. In fact, Valuegraphics are the OS for your target audience. All you need to do is design your product, service, or brand in a way that triggers their values.  

Valuegraphics and The Inheritors

We surveyed 1,850 HNWI and UHNWI split evenly among three groups: those who are going to inherit between $10-50 million, $50-100 million, or $100+ million. 

From this statistically relevant sample, four main groups of inheritors emerged:

1. The Masters of the Universe

2. The Loyal Seekers

3. The ESG Champions

4. The Embryonic

Of 56 possible values, there are three shared across the board by all four groups. These three common values are a great place to start understanding how The Inheritors make decisions, what you must do to connect with them, and how to influence their behavior.  

1. Belonging: Belonging is just a general sense of fitting in. It’s the feeling you get when you walk into a party and say to yourself, “This is my type of crowd.” 

2. Financial Security: Growing up wealthier than the rest of us doesn’t mean that The Inheritors don’t think about Financial Security. If anything, they have been socialized to focus on financial issues more than most: investments, markets, and fiscal decision-making were discussed around the dinner table more often. 

3. Personal Responsibility: The Inheritors like to get stuff done. They’re never going to sit around and complain that the world should be handing them things. They’re going to get up and make stuff happen. 

The ESG Champions make up 20% of The Inheritors

Two values that make them unique: Family, Positive Environments

This segment of The Inheritors is driven by ESG (Environmental, Social, and Governance) investing, and correspondingly what we might call ESG philanthropy, too. 

Unsurprisingly, the value of Environmentalism features prominently in this segment. It’s worth noting that in our research on values around the world, environmentalism as a value is a fairly new phenomenon. People have been concerned for the environment for a long time, but the difference between a concern and a value is key. A concern is something you care about, perhaps deeply, but it crosses over and becomes a value when it impacts every decision you make in your life in a meaningful way. 

A couple of types of environmentalists show up here, the first being “personal environmentalists.” This group is concerned about the environment as it relates to them personally and the people they love most. This means they care deeply about their local forest being cut down, but when it comes to more abstract and far-flung environmental concerns, their engagement is less direct. 

The second group are “collective environmentalists.” They see themselves as part of a team that’s out to make the world a better place, even if it’s not in their own backyard.

Another value they share is Personal Health and Well-Being, so it’s not too much of a stretch to see a connection between that and a concern for the health and well-being of the planet, too. 

How to Activate the ESG Champions

Example: An Environmental Cause

To show how values can activate a target audience, we’ve included an example below. However, in the real world, we always defer to our clients, because they will always know better how to use a Valuegraphics Profile to activate the behaviors/emotions that they would like to see. Our job is to point to the specific values that will activate the people in question: in this case, the three shared values plus the two unique values mentioned in the article above. 

Let’s say your environmental organization is launching a shoreline cleanup initiative. For ESG Champion donors, it would be wise to ask them to come and participate in the cleanup, instead of asking them to just write a check. 

Why? Because they will respond well to the Personal Responsibility that participation delivers, and to the Belonging the invitation affirms. Make the event on a Sunday, so they can bring their Family, and set aside a special section of the shoreline just for them.  

Invite environmental scientists to team up with them and chat about the biggest changes they’re seeing in the oceans, while they work side-by-side to clean up the shore. This is all about creating a Positive Environment and doing it in a positive way. Focus on the positive changes that have been made possible through efforts and support like theirs; this target audience is not activated with negativity of any sort. 

Finally, find some clever way to reinforce how fiscally smart your organization is, and how every dollar donated is used in the most effective way possible. This message of Financial Security will assure them their donor-dollars will be well-managed and help to make the world a better place for us all. 

If you want to know more about the next (or current!) generation of wealth, get in touch. A custom Valuegraphics Profile will give you the operating system for your specific target audience, and set you up to use Values Thinking for 8X more effective marketing.  

Use this link to book a call, and talk about the OS for Your Target Audience

The OS for Apple Enthusiasts

Apple is one of the most successful and most-loved brands in the world, so it might seem a bit cheeky to profile their enthusiastic fan base and offer suggestions. I mean, what could we possibly learn about the most sophisticated marketing machine on the planet that they had not already figured out themselves?

But we did it anyway. And the results are quite fascinating. 

What we know about Apple customers comes from the surveys we conducted around the world to build our benchmark database. A lot of people used Apple as an example when we asked various questions about their favorite brands.  

In other words, enough people voluntarily talked about Apple when they were telling us about their values, wants, needs, and expectations that we are able to see patterns in the noise. Of course, if Apple wanted a full Valuegraphics Profile for their target audience, what we’d find would be far more robust than this. What follows is like those little samples handed out in paper cups in the grocery store by people in pretend chefs’ jackets. It’s just a taste test, but it’s a very intriguing mouthful.  

A Valuegraphics Archetype called The Adventurers figures prominently with Apple customers. All Archetypes can have several sub-types, and in this case, we found one that you could assign a rather clunky label to: the Materialistic Repeat Adventurers. But we choose to call them The Lineuppers, and here’s why.  

As the name would suggest, these people like adventures, they like materialistic things that result from those adventures, and they like those adventures to happen repeatedly. 

For example, standing in line for the new iPhone release is a materialistic adventure, and lining up every single time there is a new iPhone release makes it a materialistic adventure that repeats. You can see why the nickname I’ve assigned to this audience segment of Apple fans is The Lineuppers, but remember, lining up for a new product release is just one behavior this group would find appealing. Anything else that meets the criteria for being a materialistic repeat adventure would also work for them.  

Compared to the general population, Possessions and Experiences are much higher in the Valuegraphics profile of the Lineuppers. In other words, the UX of finding and acquiring a thing is as important as the thing itself. If you consider the much-written-about efforts that Apple goes through to ensure the in-store experience is top-notch, and that even the tactile nature of opening a package is semi-spiritual, it makes sense that these consumers are attracted to all things Apple. They can’t help but be drawn to a Possession that is an Experience and an Experience that results in a Possession. It’s pure gold for these folks. 

It gets curiouser and curiouser as we poke around a bit more in the data. The Lineuppers segment splits in two when it comes to why they are so Apple-fixated. One group is all about quality and functionality and the other is all about status. So, in a way, we have two sub-segments here, who both are loyal to Apple because for them it meets their values of Experiences and Possessions, but in different ways.   

But here is an interesting Valuegraphics anomaly. These Lineuppers are very different from other Materialist Repeat Adventurers we’ve encountered time and again in various product categories because the value they place on Personal Growth is abnormally low (compared to the general population). They do not see Apple products as a means to an end. These are not tools to help them make better things or think bigger thoughts or grow in a personal or professional way. It’s about Experiences mingled with Possessions. Nothing. Else. Matters.  

If our work had turned up Valuegraphics insights like this for any other company my advice would be quite succinct: do everything you possibly can to make your product feel like a treasured possession and find every opportunity to make all touchpoints feel like an exciting experience. I hope someone at Apple is taking notes, because..well...oh never mind. I was going to try for some sly ironic comment there, but clearly, Apple knows about these people and they have nailed it. On both fronts. But still, it’s nice to see data that backs up why something has been worthwhile, and why it works so well. 

It might go without saying, but the other value that is enormously important to these people, again, when compared to the general population, is Loyalty. For me, it brings to mind the old saying that there are PC users and Apple enthusiasts, but no such thing as a PC enthusiast. It would be a fascinating Valuegraphics study to undertake and discover what Values are driving PC users to carry on carrying on. 

Lastly, this is just one segment of the Apple customer base. But based on what I know about Apple as an outside observer, it sometimes seems like this is the only segment Apple fixates on. I wonder what other Valuegraphics profiles might reveal about the remaining segments of the target audience who have made Apple such a success?

Property Manager Thank you notes

ONE Properties, a fully integrated Canadian real estate development and property management company, was experiencing tremendous growth in its multi-family property management business.  

In March 2020, as COVID-19 began to rapidly spread around the world, the Edmonton/Calgary/Toronto based company wanted to boost retention rates to reduce costly turnover. They had a critical question about their strategy:

“What do apartment renters care about today?” 

ONE Properties commissioned a Valuegraphics profile of their target audience to look past the traditional demographics of age and income. From the 56 values that are the source code for every human behavior and emotion, several audience segments emerged. These four values sparked intense internal discussion: 

• Relationships 

• Belonging

• Personal Growth

• Experiences

Renters highly value Relationships, far more than the average Canadian. They are driven towards anything that will create real connections with the people in their orbit. 

Similarly important, Belonging is a major hot button: they want to fit in, they want to feel that “These are my people!” 

Understanding the importance of Personal Growth, which you might define as a constant desire to “be a better me” every day, led to amenity and in-suite FF&E strategies designed to deliver, as did the high value placed on new and interesting Experiences.  

 Along with the rest of the findings, these four fundamental results guided the ONE Properties team as they created a new approach. They developed policies and processes on how best to engage and support residents, whose values are embedded in the very fundamentals of the business.

 The company adopted a hotel-style customer service model, enabled all employees with the mandate to follow through on maintenance and operations issues raised by tenants, invested in tenant-focused roles like the Resident Experience Manager, and launched a social program. Each decision in planning and operations was made in the context of the four fundamental values.

 One Properties first rolled out its new platform at Versus, a 444-unit residential building catering to urban professionals in Calgary in March 2020, when the city was stressed not only by COVID-19 but also continuing negative news in the oil and gas sector. 

 Within a few months, despite the disruption of a global health crisis
tenant satisfaction went up, lease renewals improved, and vacancies were reduced. 

 And there was an unexpected outcome too. Company management started to receive unsolicited letters of gratitude from building residents, happy with ONE Properties’ personal touch, responsiveness, compassion, social focus, and the building assets and amenities at Versus.

 “It is extremely difficult to please everyone
in a large apartment building, but you are doing a great job.”

“The Versus Staff truly make us feel they care about us
and want to make our time living here a great one!”

“I’ve been living at the building now for three years and just signed another year's lease.
With customer service like this, I’ll certainly be a long-term tenant.”

By informing decision-making with what residents value, what they care about most, ONE Properties forged a path to strong business growth. 

“We are working to be an industry leader in Canada,” says Courtney Dulai, who is leading the Multi-Family resident experience at ONE Properties. “If we continue to follow the values, we will get there.” 

In collaboration with the Canadian Apartment Investment Conference we’ve done a nationwide study to determine the Valuegraphics for residential tenants. It's available for download here.

I have a cottage in a small seaside village up the coast from the city where I live.

The other day, I needed someone to help me with a complex issue involving disobedient curtains. So I went to the sewing store to see if they knew someone.

You know – the sewing store – the place where they sell fabric and thread and sewing machines. I haven’t been in one of these stores since I was a kid and my Mom dragged me along while she shopped for ‘patterns’ to sew something.

This is a small town, so of course they had the name of someone to help me. After handing over the business card for ‘Mrs. Sew & Sew’ (#truth) we got to talking about the pandemic and how it impacted their business. They seemed reluctant to say anything at first but eventually told me that business had been booming. Many people found themselves with spare time on their hands and were taking on new hobbies or revisiting old ones, and sewing was one of the beneficiaries of pandemic behavior change. I guess they were reluctant to say anything because so many businesses are having a tough time financially thanks to COVID-19, and we assume all the news is bad. But that’s not the case.

We’ve been working in several sectors with very big (and in one case global) organizations that have seen enormous gains during the pandemic. They all have the same question.

“Our sales are through the roof with new customers, but once things return to normal how can we keep them?”

It’s a very good question to ask. And it’s the sort of question that Valuegraphics profiling was made to answer.

For each client we’ve profiled their long-time customers and their new customers, and we’ve identified what values they have in common. And since values are the drivers behind why people do anything, once you can see the shared values of a group of people you know their OS. And once you know the OS for your target audience you can attract their attention, keep them interested, build desire, and engage them around whatever your business goals might be.

To get you started, you can download a report on the four new demand-driven markets the pandemic has created. It’s called the Silver Linings report, for obvious reasons. If you see a target audience in there that you think will benefit your brand, we’ve provided the Valuegraphics profiles, or the OS for that target group. I hope it helps!

If you know the values shared by your long-time customers and your new customers, you know the OS for your target audience.

Download the Silver Linings Report