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  • Ben Millard

Values Segmentation


“Your beliefs become your thoughts, your thoughts become your words, your words become your actions, your actions become your habits, your habits become your values, your values become your destiny.” Mahatma Gandhi


Increasingly it is understood that for brands to get buy-in from potential consumer segments it is important to appeal to their values. Brands that consumers can identify and that are in line with their value systems are more likely to stay in their repertoire.


It seems self evident, almost axiomatically true, that values influence behavior, and that what someone’s values will have a profound impact on their future decisions and behaviour.


Currently, however, most marketers define their target markets simply by combinations of demographic variables – typically gender, age, income or geography. Today, relatively few use Values to describe or define their target segments.


There is an indisputable and growing body of scientific evidence that proves that values are several times more influential than any combination of demographics in explaining or predicting usage and behavior.


Q.i. will help you hugely improve the predictive power of your segmentation models by integrating Values into the equation.


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