Tools and techniques

In any analysis, it is important to know not only what people do but why they do it. Understanding 'the why' of behaviour makes it possible to motivate people to change their behaviour or to predict what they will do in the future. 

Understanding values are an important element in understanding 'the why' of behaviour.

A Values Data Bank

The Values Bank has been tracking values for more than 10 years. We have a considerable (data) Bank of intelligence and experience to draw on to solve any problem. 

Understanding values generates value because we know that:

bullet

Successful businesses have different values from unsuccessful businesses

bullet

Productive workforces have different values from non-productive ones

bullet

Profitable customers have different values from other customers

bullet

Desirable consumers have different values from less desirable consumers

bullet

At risk social groups have different values from other social groups

Values for every problem

We have a data bank of over a hundred values. There are a set of values the affect all behaviours. But it is not the same set of values for all behaviours. A sample of the high discriminating values we use are:

bullet

Risk orientation

bullet

Planning versus reliance on luck

bullet

Innovation

bullet

Interest in design

bullet

Curiosity

Not just values!! Demographics often play a part

While values have been shown over and over again to be a high level predictor of behaviour, demographics often need to be taken into account. 

While demographics often play a part in predicting behaviour, it is not the same set all for every problem. 

For example,  gender is very important in explaining purchase of women's fashion, it is not at all helpful in understanding travel behaviour. Age is important in understanding partying but not much use in understanding the take up of technology. People with babies tend to buy more baby products than others but then so can their parents and grandparents. Managing directors tend to be older than most of their employees but that doesn't mean they are slower at adopting innovation or more timid with risk.

A sample of the demographics we use are:

bullet

Gender

bullet

Education

bullet

Income

bullet

Age or, more importantly, life cycle

bullet

Dependents

Experience plays a part

We are all creatures of our experience. 

If you have lived on a farm all your life, you are guaranteed to think differently from someone that has only lived in cities. Your values will be different!! But so will be your experience. You will know more about some things and less about others. There will be critical differences in the way you think or behave. 

The Values Bank takes experience into account.

Predicting or describing

Research can fulfil two purposes:

bullet

Describing the world. Tracking research often is used this way so that customers can find whether the world has changed over time

bullet

Predicting. This is used where clients want information to affect change for example: to buy more product; carry out less risky activities; understand what leads to business success 

The Values Bank excels at both, but has particular excellence in prediction.

How we approach any assignment

Using our considerable (data) Bank of experience we select the appropriate dimensions for any project. We select appropriate:

bullet

Values

bullet

Demographics

bullet

Experience

bullet

Behaviour

We customise the solution to the problem.

Working with you

You, our client, already know a lot about the problem you want solved. We work as a collaborator to get the best intelligence drawing on what you know as well as constructing solutions from our experience, our data bank and independent sources.

Tools

The Values Bank uses all the tools of market and social research honed to a sharp edge by years of practice. These include:

bullet

Focus group design and facilitation

bullet

Questionnaire design

bullet

CATI telephone surveying

bullet

Web surveying

bullet

Descriptive statistics

bullet

Multivariate analyses (causal modelling)

bullet

Choice modelling

bullet

Reporting what matters