The New Frontier of Values Research
Each day people make countless decisions. Understanding how decisions are made and the hierarchy of decision influences creates a new level of alignment between brands—even issues or causes—and consumers.
Values driving our decisions have always been personally directed, but more often now, decisions are being driven by societal values and how others view or benefit from the decision.
Our latest research shows that nearly a quarter of Americans are thinking more about how their decisions, choices and judgments will impact or benefit others.
People are evolving in their decision-making process and the journey they take toward a goal. Tweet
We talked to thousands of people to see how some of the most common values of our times are shaping their everyday decisions. While as a society we strive to be caring and seek love and peace of mind overall, we found many interesting differences in the relative importance this subset of values carries for various demographic groups.
Heart+Mind Strategies is a research-led consulting firm that uncovers how people think, feel and make decisions, and uses that to help clients apply these insights to achieve their specific goals. Our scientific approach to understanding how individual and societal values influence decision-making is why many leading global brands and organizations work with us.
Gretchen Comey, Senior Director of Marketing and New Business Development
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