Uncovering Customer Values

How can I learn more about my customers’ core values?

The most direct method of learning about your customer’s core values is to have them take a scientifically validated values survey, such as the Values Survey. The 26-question survey evaluates people’s values, attitudes and beliefs based on the six core value types described in the previous section. The values insights gained from the survey allow for prediction of a wide variety of customer related outcomes. It can be distributed to customers through social media, email, mobile, in person or other methods. The results lay the foundation for an effective communication strategy that connects more deeply with someone’s values.

Not only does the survey reveal people’s inner motivations, it provides meaningful information on how values relate to life goals, what type of emotional messages resound with people, how likely they are to be influenced by others, what experiences they prefer, what movies they like, what websites they go to and what media they consume. It’s possible to uncover hundreds of other insights that are more actionable and less intuitive than traditional methods.

We understand that not all companies have the desire and/or the resources to distribute a full-length survey to their customers. Fortunately, there are other ways to gain values insights that do not require surveying. Nowadays, people leave traces of their values in many things they do and say, whether it’s a status update on a social media site, an online review of a product or service, or a word-of-mouth recommendation of a product to a friend. By harnessing the vast amounts of data out there, meaningful insights can be gained to help companies best target specific customer segments.

You may not realize it, but you probably already have hidden clues, or values markers, in your data that indicate the inner motivators of your customers. Data on social interactions, sentiment, openness to new experiences, and location can give you hypotheses that you can test more rigorously in your marketing and communications campaigns.

The more data you have about your customers, the easier it is to identify relationships and patterns that aren’t expected. Putting that data to work for your business by creating powerful values-based marketing messages will help you to differentiate your company and stay ahead of your competition.


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