The British Values Survey 2008

At the heart of understanding these changes - these cultural dynamics - is the combination of empirical data, gathered from large surveys amongst the population at large, and the deceptively simple looking psychological theory of motivation developed by Abraham Maslow and summarized in his Hierarchy of Needs. Maslow's theory is developmental. It explains the way an individual's motivations (potentially) change over time. This means it is a dynamic model.

Within Maslow's hierarchy, we recognize three primary motivational levels - the Settler (Sustenance Driven), the Prospector (Outer Directed) and the Pioneer (Inner Directed). Within each of these, we discern four different "flavours" - the Values Modes.

Taken all together, this combination of theoretical and empirical understanding constitutes Dynamic Maslow Group Theory^TM.

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