Valuegraphics provides a new method for audience profiling by focusing on values rather than outdated age cohorts, which are no longer relevant. This approach, supported by extensive data collection, allows for a more accurate understanding of audience motivations, leading to better engagement and decision-making. The findings indicate significant disagreement among age groups on core values, highlighting the importance of a values-based perspective in effective audience strategies.

1. VALUEGRAPHICS
Change the way you look at the world

2. Never before has the
human species changed
at such a rapid pace.

3. As a result, we all require
better insights about our
audiences.

4. How can we do anything
until we know who we
are doing it for?

5. Today we mostly profile
audiences with stereotypes
based on age cohorts.

6. The standard cohorts are:
18-24 25-36 37-45
46-54 55-64 65+

7. But humans have changed.
Age-based social norms
have largely disappeared.

8. Which means
age-based audience
profiling is a broken tool.

9. So we built a tool to
profile the values of an
audience because...

10. What we value
determines what we do.

11. If you know what your
audience values you can
influence their behaviour.

12. Valuegraphics are the
missing link of
audience profiling.

13. Demographics describe.
Psychographics record.
Valuegraphics motivate.

14. Building a values-based
audience profiling tool
wasn’t possible before.

15. But thanks to technology,
data collection at scale is
now feasible.

16. So far, the database for
North America alone
contains 65,000 surveys.

17. The data revealed two
things. First, age cohorts
have negligible similarity.

18. Across 40 core values
baby boomers only agree
13% of the time.

19. Generation X agree with
each other just
11% of the time.

20. And millennials?
They agree only
15% of the time.

21. With so little agreement
these age cohorts are
clearly irrelevant.

22. A Valuegraphics Profile
for your target audience
will be far more aligned.

23. Our benchmark profiles
agree on values
76%-89% of the time.

24. Why does this
alignment matter?
Three reasons.

25. 1. Your budgets and
efforts will motivate
more people more often.

26. 2. Data provides confidence
and encourages innovation
by mitigating risk.

27. 3. Data tends to reduce
disagreements about
strategic decisions.

28. VALUEGRAPHICS
Change the way you look at the world