Research into values

Branding & Communication 2013

by: Maaike de Jong
Tel: 058 - 244 1354
Mail: maaike.de.jong@stenden.com

This lecture
(1) Value definitions
(2) History of market research
(3) Segmentation
(4) Value segmentation

Rokeach definitie
"an enduring belief that a specific
mode of conduct or end-state of
existence is personally or socially
preferable to an opposite or converse
mode of conduct or end-state of
existence" (1973, p.5).

Value Boswijk et al.

Generally considered to be the
meaning something has for a person.
Synonymous for something important
or useful. In the sense of personal
values. The moral, esthetic or personal
meaning of something. Values direct
our behavior and our culture. The
intent of direction we all agree about,
what weve learned enough about

Now, were dealing with two

topics
Values themselves
Research into values
For a better understanding, we need
to review the history of market
research

A little step back in time

Parallel histories
To rule to collect information
Statistics state
Instrumental approach production
concept
Slowly, motivation begins to take an
important space

Brief background to recent

developments in market research
Not enough to count noses

Finding new ways of performing research

Introduction of psychology to market research

Development of new insights that are very difficult to

test

A new style of quantitative research with a qualitative

touch

(3) Segmentation
General

Productspecific

Observable

Cultural,
geographic,
demographic and
socio-economic
variables

Non-observable

Psychograp
hics,
values,
personality
and
lifestyle

User status, usage

frequency, story
loyalty and
patronage,
situations
Psychographics,
benefits,
perceptions,
elasticities,
attributes,
preferences,
intentions

Life of Brian (Monty Python)

Exactitudes

Philips Argenta e.a.

A motion from product

characteristics
(strong as iron)

Philips Argenta e.a.

To the experience of
light

The Carousel

(4) (again) what are values?

An ancient question, now backed up by
research
"an enduring belief that a specific mode of
conduct or end-state of existence is
personally or socially preferable to an
opposite or converse mode of conduct or
end-state of existence" (1973, p.5).

Split second briefing

Technological innovation
4G network
ABS
Mini tablets
Remote controls

The value you can connect to

it

In value research you need

An operational definition that has a
certain appeal (1973; 3)
The concept of value needs to be
different from concepts like
attitude and social norm
(Even if they are connected)

What is a value system?

An enduring organisation of convictions
that refer to preferable ways of behaving or
endstates, on a continuum of relative
importance.
So: a (hierarchical) ranking of values
In a most abstracte sense: who are we as
human beings?

Additional slides if time

permits

Andere modellen

Who performs this

research?
Rokeach; Schwartz & Bilsky; Halman
e.a.
Different models derived from this
Mentality (Motivaction)
Socio-consult (Motivaction)
WIN model (Nipo)
Value and Lifestyle (VALS)

Examples from the

Mentality test

Example of a Mentality Test

Dear sir/madam,Thank you for

completing the Mentality Value Test.
On the basis of your answers, we have
now determined which value profile
best matches your answers. Your
profile shows most similarities with the
The Cosmopolitan.

A ranking of profiles
The following other profiles apply to you,
arranged from the least fitting to the most
fitting:
Post materialists
Postmodern hedonists
Social climbers
Upper conservatives
Convenience oriented
Modern mainstream
Traditional mainstream

Analysis and interpretation of

the data
Over 10.000 respondents for socioconsult
Data entry (self report)
control (some teachers do these tests 4 times
;-)
Analysis
Testing

Youll learn more about testing soon