On today’s episode, host Katya Allison is joined by David Allison, Founder of Valuegraphics, to learn about a more effective way to create a targeted marketing strategic plan.
The concept of valuegraphics offers marketers some new perspectives on market segmentation:
- Individual values inform purchasing decisions more than traditional demographics like age or gender.
- Values may seem abstract but can be quantified and analyzed just like any other data point.
- Understanding personal values can build customer personas that are less clichéd; therefore, more effective.
- Because values inform action, building valuegraphic profiles can help marketers better predict potential customer behavior.
- Despite their value, valuegraphics should be viewed as a starting point for market research and planning, not a silver bullet solution.
For David, understanding who a person is starts with understanding their values, and that knowledge helps drive marketing strategy.
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