We Rely On Demographics and Psychographics. But, Valuegraphics?

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Join Brad Friedman and David Allison as they chat about Valuegraphics, David's project to map and measure the core human values of everyone on Earth.

David Allison is a consumer behavior expert, an advisor to global brands, and a leading advocate for discarding demographic stereotypes. He founded the Valuegraphics Database to help organizations create exponentially better customer engagement and point the way to a less divided world.

His work makes it possible, for the first time in history, to identify the shared values of any group of people. He shows organizations as wide-ranging as the United Nations, Wall Street hedge funds, and global consumer brands how to harness the enormous passion and power those shared human values will unleash.

In this Episode:

• David talks about his project to map and measure the core human values of everyone on Earth.
• David talks about the challenge of brands solely relying on demographics when trying to impact their audience.
• David talks about the fact that all the data brands collect come from exactly the same place.
• David talks about the prefrontal cortex in your brain being the CEO of your life.
• David also talks about the fact that values are driving everything on earth.

Quotes from this Episode:
“So, you know, it's time for demographics and psychographics to move over, make room on the bench, cuz now there's Valuegraphics.” – David Allison
“Millennials like avocado toast. Boomers suck at technology. Women are irrational. Men are, you know, and so on, and so on, and so on.” – David Allison
“You gotta put a fence around 'em because the fact of the matter is that not all products are meant for all demographics.” – David Allison
“We wake up in the morning, the first thing we do, every decision we make all day long as human beings is driven by our values.” – David Allison
“You know, COVID made us sit at home and think about what's important. And now we're reacting to the world in a more obvious way than we ever have before based on our values.” – David Allison
“So there's only 56 values. There's the first thing we found. There's only 56 things that are important enough to enough people that it, that they drive how we live our lives.” – David Allison

Resources:

David Allison:
LinkedIn: David Allison
LinkedIn: The Valuegraphics Research Company
Website: The Valuegraphics Research Company

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