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Over
the last 30 years,
an ongoing body
of social survey
research has tracked
and forcasted the
changing values,
beliefs and motivations
of the British population.
Using the responses
to over 1000 questions,
we have developed
a typology that
explains the dynamics
of personal, market
and cultural changes.
The
typology is called
Values ModesTM.
The
Values Modes categorize
people into 12 discrete
psychographic types.
Each group represents
between 7% and 12%
of the population
aged 15 years and
over. The categorization
is based on the
responses to a short
questionnaire, which
can be used in any
piece of research
and is easy to administer
face-to-face, by
telephone or on-line.
We
license the use
of the questionnaire
to clients and third
party companies
- primarily research
agencies - for use
on customer and
employee research.
The process is simple.
The responses are
sent to us and the
results returned
within minutes or
hours, depending
on the complexity
and size of the
data file. Next
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