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%). Over recent decades,the number of Settlers in the population has progressively diminished, with majorimplications for how society marketing and communications or campaign strategy purposes, it is more useful touse the detailed 12-level value Modes , of which there are four in each MaslowianSegment (see below).
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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