The document describes a survey tool called the Valuegraphics Archetype Ranking Tool that can be used to determine which of 10 archetypes best represent the values of an audience such as customers or employees. The survey consists of 10 statements where participants rate how much each statement reflects them. The results are then tabulated to see which archetypes ranked highest. Understanding the dominant archetypes can help organizations make decisions about hiring, marketing, product design and customer service that align with the values of their audiences.

1. VALUEGRAPHICS
What we value determines what we do
THE VALUEGRAPHICS ARCHETYPE
RANKING TOOL
Instructions for use
The Valuegraphics Archetype Ranking Tool is a very simple survey you can use with an
audience of customers or employees to determine which Valuegraphic Archetypes they
resemble most.
Remember, this is just a way to rank order the top ten Valuegraphics Archetypes, and is
not meant to be a comprehensive Valuegraphics Profile.
Collect as many completed questionnaires as you can. Then total the responses to see
how the Archetypes rank. Tabulation instructions are on the answer key.
Start to think about your organization based on the archetype rankings this tool
produces.
From hiring to marketing, from product design to customer service, Valuegraphics will
help you become a more values-centric organization, and this is a first step in the right
direction.
And since what we value determines what we do, you’ll be able to motivate more
people more often.
© DAVID ALLISON INC

2.
THE SURVEY QUESTIONS
For each of the ten statements that follow, please circle a number from 1-10 that
represents how you see yourself in relation to that statement. There are no right or
wrong answers. Your first reaction is correct! Take your time. And please only choose
one number for each question.
I am curious, restless and like to try new things​, eat at new places, and meet new
people. I like to belong to groups and I’m not very political.
Not like me at all – 1 2 3 4 5 6 7 8 9 10 –Very much like me
I ​don’t feel as much at home as I’d like, in all kinds of ways, and I’m not sure why. ​I feel
a bit unsure about the future​.
Not like me at all – 1 2 3 4 5 6 7 8 9 10 –Very much like me
I am not into having stuff, owning stuff, or collecting stuff. ​Stuff weighs me down.
Besides, experiences are more important than things.
Not like me at all – 1 2 3 4 5 6 7 8 9 10 –Very much like me
I ​have had the same job for a long time.​ I like things to stay the same​. I like my
friends, and pretty much all aspects of my life as they are.
Not like me at all – 1 2 3 4 5 6 7 8 9 10 –Very much like me
I am happiest when I have time to be creative. ​It’s one of the most important things
in my life. I hate being bored. I spend a lot of time thinking about things that intrigue
me. It helps me grow as a person to express myself creatively.
Not like me at all – 1 2 3 4 5 6 7 8 9 10 –Very much like me
© DAVID ALLISON INC
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3.
The environment is the issue of our time​, and the only answer is for each of us to do
our part. I wish I knew how I could help more. The politicians aren’t going to take care
of this for us. We all have to change how we live.
Not like me at all – 1 2 3 4 5 6 7 8 9 10 –Very much like me
I’ll admit to having a lot of technology in my life. But I’m not really a technology person.
I stay connected with my friends and family​ with social media and other channels,
because I feel out-of-the-loop if I don’t.
Not like me at all – 1 2 3 4 5 6 7 8 9 10 –Very much like me
I work a lot. But I don’t mind because it means I can live the life I choose. I like having
nice things.​ I’m one of those career-first people.
Not like me at all – 1 2 3 4 5 6 7 8 9 10 –Very much like me
I try and save as much money as I can​ even if it means a little bit of inconvenience.
You never know if tomorrow is going to be a rainy day
Not like me at all – 1 2 3 4 5 6 7 8 9 10 –Very much like me
I’d like to save money, but it seems impossible! There’s always something coming up
that can’t be avoided. And besides, ​what’s the point if you can’t splurge from
time-to-time?
Not like me at all – 1 2 3 4 5 6 7 8 9 10 –Very much like me
© DAVID ALLISON INC
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4.
ANSWER KEY
The order of the survey questions correspond with the order of the Valuegraphics
Archetypes below.
Here’s how to tabulate the responses: if five people each circled 10, 5, 6, 1 and 2 then
the total score for that question and corresponding Archetype is 24. Total the scores
for each of the 10 questions and you’ll see which archetypes are more dominant in
your audience.
1. The Adventure Club
2. The Home Hunters Union
3. The Anti-Materialists Guild
4. The Loyalists Lodge
5. The House of Creativity
6. The Environmental Assembly
7. The Technology Fellowship
8. The League of Workaholics
9. The Savers Society
10. The Royal Order of the Overdrawn
© DAVID ALLISON INC
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