Values Study
Why research consumer values?
A product success depends on through positioning. Products and services are intended for certain consumer groups. Target audience is usually described in terms of socio-demographic characteristics. However, neither sex, nor age, region, education or income level provides an explanation of why the consumers behave in a particular way. Demographic data only serve as coordinates, among which the consumers constantly make decisions as to priorities of their needs. In the framework of segments with the same social and demographic structure one can determine consumers with absolutely different value systems and, thus, different consumer behavior. Understanding basic values is a foundation of successful marketing activity and communication, since it is namely values that trigger consumers’ behavior.
International methodology GfK Roper ValueScope is used for segmenting consumers in accordance with their values, which, in their turn, define the consumers’ behavior. A list of more than 50 values, which can be found in every world culture, has been created as a result of constant research and methodological development for the period of more than 20 years. With the help of multidimensional approach Valuescope determines seven segments based on values that are represented in any culture. Every segment has significant differences in life styles, peculiarities of perceiving and choosing products and services.
Numerous studies of different markets prove that this model allows to obtain exact information regarding value motivation of consumers’ behavior. GfK Roper ValueScope is used in the framework of GfK Roper Reports®Worldwide international study, as well as in separate ad hoc projects. It helps clients on different stages of marketing activity – starting from definition and description of target consumer groups up to designing a specific marketing and communication strategy.
What are the main value systems of your target audience and which communication strategy will be the most effective for it?
GfK Ukraine offers three options for finding an answer to this question:
1. GfK Roper Reports®Worldwide.
2. Special analysis in the framework of GfK Roper Reports®Worldwide. GfK Ukraine specialists will define your target audience in Ukraine and any other country that participates in the study and further elaborate recommendations for an optimal communication strategy based on the analysis of the consumers’ value systems, communication perception and behavioral reactions. In order to learn more about GfK Roper Reports®Worldwide study click here.
3. Usage of consumer segmentation in accordance with the value system based on GfK Roper ValueScope methodology in special studies. Segmentation in accordance with seven universal personality types will allow to understand value motivations of your target audience and elaborate an optimal communication strategy. You can include an order for the consumers’ segmentation in accordance with value systems in your request of a special study.
Inna Volosevych