David AllisonFounder at The Valuegraphics Project
After decades of award-winning work for some of the biggest brands in the world, David Allison was left questioning the widely-accepted use of demographics to understand consumers. Does anyone act their age anymore? Does gender dictate what we care about? Does income, education, or marital status explain why people behave the way they do? Behavioral scientists had a much better answer all along: what we value determines what we do. But there was a problem – we had no way to know which values were important to an entire target audience. So, in 2015, David launched the Valuegraphics Project to create the first detailed map of core human values for everyone on earth. Today valuegraphics are used by global humanitarian organizations and international consumer brands to engage target audiences eight times more powerfully than ever before. Finally, we know what people care about based on accurate data, instead of demographic stereotypes from days gone by.