Transcription of Using Values Modes - campaign strategy
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Using Values Modes - campaign strategy
1 Using Values ModesChris Rose1 and Pat Dade2 Values Modes is a psychographic mapping system which looks at the Values thatunderlie behaviour. Behaviour is generally a strong determinant of opinion. Thereforethe driver is Values > behaviour> opinion. This is why one cannot drive behaviour withinformation based on surveying Values Modes top line is a three level segmentation into Settlers (security driven inMaslowian terms, ca 20% of UK national population), Prospectors (outer directed oresteem driven, ca 40%) and Pioneers (inner directed, ca 40%).
1 Using Values Modes Chris Rose1 and Pat Dade2 Values Modes is a psychographic mapping system which looks at the values that underlie behaviour. Behaviour is generally a strong determinant of opinion.
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