How Valuegraphics Can Help Your Organization
The following is adapted from We Are All the Same Age Now, a book about Valuegraphics and the end of demographic stereotypes.
If you’re a smart businessperson, you’re always looking for the real, practical benefit of any new innovation. Sure, it’s nice to try new things for their own sake, but you’re interested in ideas that actually make life better for you, your employees or co-workers, and your clients or customers.
In this short article, I’ll walk you through the ways Valuegraphics already helps businesses do more.
In case you’re not aware, Valuegraphics constitutes a much better way of defining audiences than traditional age-based metrics. The Valuegraphics Database contains upwards of 75,000 completed surveys, measures forty core human values, and covers as many as 340 questions about life. As I’m sure you can imagine, that’s a lot of information.
We can slice and dice the information contained in the Valuegraphics Database a million different ways. For individual clients, we delve deeply into the values of their existing and ideal target audiences, so that they know what those people care about.
More generally, we’ve identified ten primary archetypes, the members of which agree with each other at least 76 percent of the time. By defining the characteristics of these archetypes, we can accurately predict what they’ll respond positively to and what will leave them cold. Here’s how being able to do that could benefit your business:
1. Valuegraphics will multiply your budget effectiveness. For every dollar you spend targeting an age-based audience, for example baby boomers—who only agree on anything 13 percent of the time—you can now reach an audience that agrees on everything as much as 89 percent of the time. That’s like multiplying your budget seven times over.
2. Valuegraphics simply works better. When people are inspired by what they value, they respond more powerfully. Use Valuegraphics to profile your target audience, and you’ll motivate the people you want to reach approximately seven times more effectively than you will if you rely on age as a profiling tool.
3. Valuegraphics mitigates planning risk. Many parts of the organizational planning process are based on gut feel, or the opinion of the most powerful person in the room. Valuegraphics mitigates that risk by adding statistical proof to the equation. Evaluating how a target audience or stakeholder group will react to an initiative should not be based on “Leanne from accounting fits this demographic. What does she think?” or “The CEO wants it this way.”
4. Valuegraphics fuels innovation. Now that we can more accurately predict reactions from a target audience, we make it less scary to try new and innovative ideas. A culture of innovation is a highly desirable thing during disruptive times like these.
5. Valuegraphics can eliminate arguing and politics. I’ve lost track of the number of times I’ve presented to a boardroom of executives who give me feedback, like “My wife hates that,” or “It’s great, but there’s something not quite there yet.” Those of us who deal in ideas for a living know how to counter with our own opinions, of course, but eventually, the client will win, as they are the ones wielding the checkbook. With Valuegraphics, ideas generated internally or externally can be based on data that supports their audience-motivating appeal. It saves time and money and reduces the strain on working relationships. All good things.
Traditional age-based profiling—or even the kind of guesswork described above—has ruled the roost for two reasons: first, we assume that people of the same age agree far more frequently than they really do; second, we’ve had nothing better to replace it with.
Valuegraphics changes both of these things.
We can use Valuegraphics to discover how much people of the same age actually agree (as little as 11 percent), and we can also employ Valuegraphics in the service of reaching people who do agree with one another as much as 89 percent of the time, about everything.
If that’s not a practical benefit, I don’t know what is.
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For more information and advice on how Valuegraphics can benefit your organization, you can find We Are All the Same Age Now on Amazon.
David Allison is the author of We Are All the Same Age Now. He began working in advertising agencies in 1985 and helped motivate audiences for some of the world’s largest brands. Today, his company creates custom Valuegraphics Profiles from the ever-evolving Valuegraphics Database, and consults with organizations who are interested in the full scope of what Valuegraphics can tell them about audiences they want to motivate.