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On this episode, host Sima Vasa talks to David Allison, Founder of The Valuegraphics Research Company, about replacing ineffective demographic targeting with values-based segmentation. Drawing on over one million surveys across 180 countries, David explains why demographics have a 90% fail rate and how identifying what truly matters to people can increase effectiveness eightfold.
Key Takeaways:
00:00 Introduction
05:03 The human brain decides solely based on values alignment.
06:36 One million surveys reveal 56 values driving human behavior.
09:21 Values are fixed for life and guide all decisions.
13:10 Demographic targeting carries a built‑in 90% fail rate.
14:33 Generational cohorts are far from homogeneous in reality.
16:03 Psychographics describe the past but fail to predict actions.
18:39 Values segmentation identifies the real triggers for engagement.
23:00 A “pink van” story illustrates values‑based recruiting success.
29:06 Values can reveal larger audiences than demographics suggest.
35:00 Values‑based targeting is eight times more effective.
Resources Mentioned:
The Valuegraphics Research Company | Website
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