In collaboration with Dr. Thomas J. Reynolds, Harris Interactive pioneered the theories and methods behind "values research." Others attempt to imitate our terminology and interviewing methods, but nobody else uses the same analytical approach, based on leveragable equity analysis. Further, our depth of experience in modeling consumer decision-making based on values and in interpreting the results to develop action strategies is unmatched. We have found that personal values provide a very powerful framework for persuasive communications.

How Does It Work

People make choices based on some desired outcome. Sometimes these outcomes are merely functional —if I use this brand of toothpaste, I will have whiter teeth. But most choices are made in pursuit of higher-level emotional consequences—whiter teeth will help me feel accepted by my friends or higher still, personal values—being accepted by my friends satisfies my need to belong.

"The most effective communication communicates clearly at the rational and emotional level and shows how they are linked."

As a result, the most effective way to get a person to do something is by appealing to—or "tapping into"—their personal values. But tapping into values and emotions requires more than soft music and pictures of babies. You need to uncover the specific hierarchy of attributes, consequences, and values that people attach to a specific product, service, or cause. You must also understand the competitive situation, the context and occasions in which the decision is made, and the effect of varying degrees of loyalty. Only then can you carefully craft messages which build a bridge between the target audience and the choice you want them to make, a "communications pathway" that links the rational reasons for doing something to the emotions and values that make it personally relevant and spur someone to act.

Contact Us

For more details on values-based strategy development and assessment contact us at info@harrisinteractive.com or call 877.919.4765.