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Transcript of ENVIRONICS R E S E A R C H G R O U P Social Values Research : Tackling the Hidden Dimension...
ENVIRONICSR E S E A R C H G R O U P
Social Values ResearchSocial Values Research::
Tackling the Hidden DimensionTackling the Hidden Dimension
Presentation to the MRIA Ottawa Chapter November 24, 2005
Keith Neuman, Ph.D.
Social Values ResearchSocial Values Research::
Tackling the Hidden DimensionTackling the Hidden Dimension
Presentation to the MRIA Ottawa Chapter November 24, 2005
Keith Neuman, Ph.D.
ENVIRONICSR E S E A R C H G R O U P
ENVIRONICSR E S E A R C H G R O U P
The MARKETING RESEARCH AND INTELLIGENCE ASSOCIATION Ottawa Chapter would like to
acknowledge the support of the following organizations.
Without their kind support we could not continue to offer quality programs such as this one.
2
ENVIRONICSR E S E A R C H G R O U P
Social values – what they are and why they matter
International social values model
Examples of potential applications
Questions and discussion
What I will cover
3
ENVIRONICSR E S E A R C H G R O U P
Formed early in life, usually fixed by one’s mid-teens
Shaped by one’s upbringing, family life, schooling, community and cultural influences
For individuals, can evolve slowly over time through education and life experiences
For societies, can evolve as older generations die off and are replaced by younger generations with different values
What are social values?
4
ENVIRONICSR E S E A R C H G R O U P
Values
Demographics
Other Individual Characteristics
Behavior
Beliefs
Attitudes
Why social values matter
5
ENVIRONICSR E S E A R C H G R O U P
Traditional model - Social Norms
Enduring beliefs that a specific mode of conduct or end-state of existence is personally or socially preferable to an opposite or converse mode of conduct or end-state of existence (Rokeach)
Contemporary models – Mental postures
A person’s mental posture or fundamental world view, that sets the context in which to they react situations, events, opportunities and
challenges (de Vulpian)
Two models of social values
6
ENVIRONICSR E S E A R C H G R O U P
Traditional models of values research
Thorstein Veblen: Theory of the Leisure Class (1899)
Abraham Maslow: Hierarchy of Needs (1954)
Milton Rokeach: Terminal and Instrumental Values (1969)
Limitations:
Values defined in terms of social norms or ideals
Respondents self-identify their values or rank order a value set – social desirability bias & lack of differentiation
7
ENVIRONICSR E S E A R C H G R O U P
Rokeach – 18 Terminal values
A comfortable life
An exciting life
A sense of accomplishment
A world at peace
A world of beauty
Equality
Family security
Freedom
Happiness
Inner harmony
Mature love
National security
Pleasure
Salvation
Self respect
Social recognition
True friendship
Wisdom
8
ENVIRONICSR E S E A R C H G R O U P
Contemporary models of social values
Yankelovich: Yankelovich Monitor (1971)
Arnold Mitchell: VALS/SRI (1978)
Ron Inglehardt: World Values (1981)
Alain de Vulpian: Le Système Cofremca de Suivi des Courants Socio-Culturel (3SC)
Cofremca (France,1974)
CROP/Environics (Canada,1983)
Environics (USA,1992)
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ENVIRONICSR E S E A R C H G R O U P
Contemporary models of social values
Defines a universal set of values (positive and negative), but individuals hold particular values to varying degrees
Research presents real or hypothetical situations to which respondents react, rather than being expected to self-analyze
Focus on the study of socio-cultural change -- identifying and tracking values that differentiate individuals and speak to the future
10
ENVIRONICSR E S E A R C H G R O U P
3SC social values research in 20+ countries
11
ENVIRONICSR E S E A R C H G R O U P
Nationally representative surveys of 2,600 Canadians, aged 15+
Fielded every year since 1983
In-home, self-completion methodology
Selected client themes/topics:• Automotive• Financial Services• Food/drink• Technology Usage• Media• Leisure• Health/Personal care • Tourism• Politics
A battery of 300+ sociocultural statements measuring and tracking 102 social values and mental postures
3SC Canada – Basic methodology
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ENVIRONICSR E S E A R C H G R O U P
A Please rate the extent to which you disagree or agree with the following statements. Mark only one for each statement.
1 I always keep informed about the latest technological developments. 2 I am very concerned that I will not have enough money to live comfortably in the
future.
25 It's perfectly normal for even the most masculine man to demonstrate what are thought of as feminine qualities.
26 I am interested in discovering more ways to improve my intuition and awareness. 27 My work needs to be profitable, not just personally rewarding.
37 Managing my time is one of my biggest challenges. 38 I like being able to explore aspects of my personality that I don't usually express in
everyday life.
39 For me, esthetic design is as important as product features.
71 It is often better to keep your thoughts and feelings to yourself. 72 I would like to practice meditation or relaxation exercises more often than I do now. 73 I like our own traditional foods, customs and dress, the things that remind me of how
my ancestors lived.
74 I like to be in complex situations that challenge me to figure out how to come out ahead.
E
1 Discuss the problems in your neighbourhood or municipality with people 2 Meditate on the profound meaning of my life 3 Attend a meeting or rally about subjects (topics) concerning your neighbourhood or
municipality
4 Work as a volunteer for a committee aimed at improving an aspect of life in your neighbourhood or municipality
Listed below, you will find a series of opinions which we often hear expressed. For each opinion listed, show whether you totally disagree, disagree somewhat, neither disagree nor agree, agree somewhat or totally agree by checking one box corresponding t
Strongly disagree Strongly agree
Strongly disagree Strongly agree
Here are a number of statements that describe different types of people. Using the scale, indicate how often each statement applies to you.
O ftenNever
These four questions, from different sections of the survey, join together after factor analysis to create a trend
How social value are measured
13
ENVIRONICSR E S E A R C H G R O U P
Confidence and adaptability
Goals, motivations
Social relations, family/friends
Tradition
Social liberalism
Personal growth
Ethics
Consumer motivations
Themes captured through social values
14
ENVIRONICSR E S E A R C H G R O U P
Acceptance of ViolenceActive GovernmentAdaptability to ComplexityAdaptive NavigationAdvertising as StimulusAmerican DreamAnomie/AimlessnessAttraction for CrowdsAversion to ComplexityBrand ApathyBuying on ImpulseCelebrating PassagesCivic ApathyCivic EngagementCommunity InvolvementConcern for AppearanceConfidence in AdvertisingConfidence in Big BusinessConfidence in Small BusinessCultural AssimilationCulture SamplingDiscerning HedonismDiscriminating ConsumerismDutyEcological Concern
Ecological FatalismEffort Toward HealthEmotional ControlEnthusiasm for TechnologyEntrepreneurialismEqual Relationship with YouthEthical ConsumerismEveryday EthicsEveryday RageFaith in ScienceFatalismFear of ViolenceFinancial SecurityFlexible FamiliesFlexible Gender IdentityGender ParityGlobal ConsciousnessHeterarchyHolistic HealthImportance of AestheticsImportance of BrandImportance of SpontaneityIntuition & ImpulseInterest in the UnexplainedIntrospection & Empathy
Joy of ConsumptionJust DesertsLargesse ObligeLiving VirtuallyLook Good Feel GoodMeaningful MomentsMore Power for BusinessMore Power for MediaMore Power for PoliticsMulticulturalismMysterious ForcesNational PrideNeed for Status RecognitionNetworkingObedience to AuthorityOstentatious ConsumptionParochialismPatriarchyPenchant for RiskPersonal ChallengePersonal ControlPersonal EscapePersonal ExpressionPrimacy of the FamilyPropriety
Protection of PrivacyPursuit of IntensityRacial FusionRejection of AuthorityRejection of OrderReligion a la CarteReligiositySaving on PrincipleSearch for RootsSelective Use of Personal ServicesSensualismSexismSexual PermissivenessSkepticism of AdvertisingSocial ResponsibilitySocial IntimacySpiritual QuestTechnological AnxietyTime StressTraditional FamilyTraditional Gender IdentityVitalityVoluntary SimplicityWork EthicXenophobiaGadget zeal
102 social values
15
ENVIRONICSR E S E A R C H G R O U P
The tendency to save and accumulate money that is motivated by a moral rather than an economic impulse.
Saving on Principle
1. If I put money aside it would be mainly: To safeguard my future To buy something I want
2. Which of these two opinions about money do you hold: Money is for saving Money is for spending
Examples of social values
16
ENVIRONICSR E S E A R C H G R O U P
Joy of Consumption
1. To spend, to buy myself something new, is for me one of the greatest pleasures in life.
2. I often get great pleasure from looking at advertising.
3. I love to buy consumer goods (excluding those basic ones essential to run a household).
4. To buy myself something new is always very gratifying to me.
Intense gratification through the consumption of consumer goods, other than basic necessities. Deriving great pleasure from having the latest products or services. People strong on this trend are often more excited by the act of buying, than by the use of the products.
Examples of social values
17
ENVIRONICSR E S E A R C H G R O U P
1. Violence is a part of life. It’s no big deal.
2. It’s acceptable to use physical force to get something you really want. The important thing is to get what you want.
3. When a person can’t take it anymore and feels like he/she is going to explode, to be a little violent can relieve the tension. It’s no big deal.
Believing that violence is an inevitable part of life. People strongest on this trend even accept violence as an outlet for letting off steam or as a way of getting what they want. For some, violence is becoming the only way they can make themselves heard in today’s world.
Acceptance of Violence
Examples of social values
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ENVIRONICSR E S E A R C H G R O U P
AIMLESSNESSACCEPTANCE OF VIOLENCE
ADAPTABILITY TO COMPLEXITY IN LIFE
ECOLOGICAL ALARMISM
ANOMIE
APOCALYPTIC ANXIETY
TECHNOLOGICAL ANXIETY
BELONGING TO THE "GLOBAL VILLAGE"
ATTRACTION TO NATURE
ADVERTISING AS STIMULUS
ATTRACTION FOR CROWDS
ATTRACTION TO THE SIMPLE PLEASURES OF LIFE
RISK AVERSION
NEED FOR AUTONOMY
NEED FOR STATUS RECOGNITION
NEED FOR PERSONAL ACHIEVEMENT
SEARCH FOR ROOTS
NEED FOR ESCAPE
CONFIDENCE IN ADVERTISING
CONFIDENCE IN GOVERNMENT
CONFIDENCE IN BIG BUSINESS
CONFIDENCE IN SMALL BUSINESS
EMOTIONAL CONNECTIVITY
AWARENESS OF MORTALITY
GLOBAL ECOLOGICAL AWARENESS
ECOLOGICAL CONSUMPTION
ETHICAL CONSUMERISM
OSTENTATIOUS CONSUMPTION
EARLY ADOPTION
STRATEGIC CONSUMPTIONCONSUMPTIVITY
CONTROL OF DESTINY
RACING AGAINST THE CLOCK
PERSONAL CREATIVITYSKEPTICISM TOWARD BIG BUSINESS
SKEPTICISM TOWARD SMALL BUSINESS
SOCIAL DARWINISM
DECONSUMPTION
CIVIL DISOBEDIENCE
AVERSION TO COMPLEXITY IN LIFE
EFFORT FOR HEALTH
EQUAL RELATIONSHIP WITH YOUTH
EQUALITY OF THE SEXES
COMMUNITY INVOLVEMENT
ENTHUSIASM FOR CONSUMPTION
ENTHUSIASM FOR TECHNOLOGY
FULFILLMENT THROUGH WORK
SAVING ON PRINCIPLE
EVERYDAY ETHICS
FATALISM
PENCHANT FOR RISK-TAKING
HETERARCHY
HYPER-RATIONALITY
IMPORTANCE OF PHYSICAL BEAUTY
IMPORTANCE OF BRAND
IMPORTANCE OF SPONTANEITY IN DAILY LIFE
IMPORTANCE OF NATIONAL SUPERIORITY
IMPORTANCE OF AESTHETICS
IMPORTANCE OF PRICE
PURSUIT OF INTENSITY ANDEMOTIONAL EXPERIENCES
INTEREST IN THE MYSTERIOUS
INTROSPECTION AND EMPATHY
REPRIORITIZING OF MONEY
REPRIORITIZING OF WORK
ETHNIC INTOLERANCE
NEO-ROMANTICISM
FLEXIBLE DEFINITION OF FAMILY
NEW SOCIAL RESPONSIBILITYOPENNESS TOWARD OTHERS
SEXUAL PERMISSIVENESS
FEAR OF VIOLENCE
ADAPTIVE NAVIGATION
JOY OF CONSUMPTION
INTUITIVE POTENTIAL
FINANCIAL CONCERN REGARDING THE FUTURE
PRIMACY OF THE FAMILY
PRIMACY OF ENVIRONMENTAL PROTECTION
UTILITARIAN CONSUMERISM
SPIRITUAL QUEST
PURSUIT OF NOVELTY
PURSUIT OF ORIGINALITY
PURSUIT OF HAPPINESS TO THE DETRIMENT OF DUTY
REGIONALISM
REJECTION OF AUTHORITY
REJECTION OF ORDER
RELIGIOSITY
NETWORKING
DISCRIMINATING CONSUMERISM
POLYSENSORIALITY
CONCERN FOR APPEARANCE
FLEXIBILITY OF PERSONALITY
FLEXIBILITY OF GENDER IDENTITY
TIME MANAGEMENT TECHNOLOGYVITALITY LEGACY
MEANING OF LIFE
MEANING OF LIFE=FAMILY
MEANING OF LIFE=MATERIAL POSSESSIONS
RITUAL
INTUITION
ATTRACTION TO VIOLENCE
SOCIAL LEARNING
CONTROL OF PRIVACY
CULTURAL FUSION
INDIVIDUALISM AND IDEALISM
CONFORMITY AND EXCLUSION
OU
TE
R- DIR
EC
TE
D INN
ER -D
IRE
CT
ED
Canadian Sociocultural Map
19
ENVIRONICSR E S E A R C H G R O U P
Social Values Orientation
Individualism and Idealism
Conformity and Exclusion
Social Success,
Materialism and Pride
Security, Stability
and Exclusion
• Personal independence and control
• Adherence to social ethics that improve lives
• Rejection of authority, conformity, materialism
• Personal fulfilment through experimentation
• Physical and moral well-being important
• Openness is enriching
• Conformist and materialistic values
• Social success, displaying status
• Seek clearly defined structures
• Feel excluded and lack purpose
• Seek security, stability, leadership
• Accept civil disobedience, violence
Ou
ter-
Di r
ecte
d In
ner-D
irectedExperience and
Personal Development
Autonomy and
Well-being
20
ENVIRONICSR E S E A R C H G R O U P
Consumer Orientation and Motivations
Individualism and Idealism
Conformity and Exclusion
Ou
ter-
Di r
ecte
d In
ner-D
irected
• Informed, skeptical, and demanding• Utilitarian, fundamental• Quality of life• Purchasing control, autonomy• Ethical
• Innovative and “in”• Personalization and personal development• Singular, unique, distinctive• Information, enthusiasm (consumptivity)• Strategic consumption
• Aspirational consumption• Prestige and display of brands• Novelty and gadgets• Pleasure, hedonism
• Price focus• Security (brands with a long history)• Mass-market consumption and brands• Utilitarian
Social Success,
Materialism and Pride
Autonomy and
Well-being
Experience and
Personal Development
Security, Stability
and Exclusion
21
ENVIRONICSR E S E A R C H G R O U P
Workplace Motivations
Individualism and Idealism
Conformity and Exclusion
Ou
ter-
Di r
ecte
d In
ner-D
irected
• Job is an opportunity to learn/grow• Highly skilled, work independently• Work must be personally/socially meaningful
“Titles mean nothing – it’s what you do that matters”
• Job is an opportunity to create and experience• Highly skilled, moderate control over work• Prefer high paced, action-oriented team environments
“Wait till the client sees this!”
• Job represents status/titles• Moderate skills, moderate control over work• Prefer hierarchical environments“To get ahead you have to work hard and pay your dues”
• Job is just a source of (low) income• Fewer FT/PT, more at home/students• Few skills, little control over work“I’m just a cog in the wheel, working for the weekend”
Social Success,
Materialism and Pride
Autonomy and
Well-being
Experience and
Personal Development
Security, Stability
and Exclusion
22
ENVIRONICSR E S E A R C H G R O U P INDIVIDUALISM AND IDEALISM
CONFORMITY AND EXCLUSION
OU
TE
R-D
IRE
CT
ED IN
NE
R-D
IRE
CT
ED
3SC CanadaSocial Values
WELL-BEINGPERSONAL DEVELOPMENT
SUCCESS EXCLUSION
Gender
Men
Women
Age : 35-44
Age : 45-59
Age : 25-34
Age : 60 +
Age :15-24
Age
23
ENVIRONICSR E S E A R C H G R O U P
_X
Top Quintile
Bottom Quintile
Rather than looking at Top-2 Box scores or mean scores, we look at top tails of the distribution (quintiles) to detect social change
Those who fall into the top tail of a trend are seen to be leading agents of change on that trend
Method of detecting social change
24
ENVIRONICSR E S E A R C H G R O U P
Social values: Three Applications
ENVIRONICSR E S E A R C H G R O U P
Application 1: Measuring social change
ENVIRONICSR E S E A R C H G R O U P
INDIVIDUALITY
AUTHORITY
Idealism &Autonomy
Status & Security
FU
LF
ILM
EN
TSU
RV
I VA
L
Authenticity &Responsibility
Exclusion & Intensity
Social Change: Canada - US
1996
1992
2000
2000
19961992
2004
2004
27
ENVIRONICSR E S E A R C H G R O U P
2620 18
42 4449
0
10
20
30
40
50
60
1992 1996 2000
Canada
U.S.
Father of family must be master in his own
houseCanada and the United States: Agree 1992 - 2000
28
ENVIRONICSR E S E A R C H G R O U P
Father of family must be master in his own
houseCanada and the United States: Women agree 2000
4339
51
13
Women
10
Women with Post-secondary
17
Singles0
10
20
30
40
50
60
70
Canada
U.S.
29
ENVIRONICSR E S E A R C H G R O U P
INDIVIDUALITY
AUTHORITY
Idealism &Autonomy
Status & Security
FU
LF
ILM
EN
TSU
RV
I VA
LAuthenticity &Responsibility
Exclusion & Intensity
Deep South
PlainsMid West
South Atlantic
Texarkana
Mid Atlantic Mountain
New England
PacificB.C.
Ontario
AtlanticManitoba
Saskatchewan
Alberta
Quebec
Regions of North America(1992-2000 combined)
30
ENVIRONICSR E S E A R C H G R O U P
Application 2: Issue communications
ENVIRONICSR E S E A R C H G R O U P
EXAMPLE: Rejection of “Everyday Ethics”
“If the government sent me a cheque by mistake, I’d keep the money unless they asked for it back.”
Gender AgeHousehold Income
32
ENVIRONICSR E S E A R C H G R O U P
INDIVIDUALISM AND IDEALISM
CONFORMITY AND EXCLUSION
OU
TE
R-D
IRE
CT
ED
INN
ER
-DIR
EC
TE
D
“I’d keep the money” Value Profile
33
ENVIRONICSR E S E A R C H G R O U P
Feel at some liberty to disregard rules they
think are wrong or unfair.
Promote idea that there is a national duty for
everyone to do their share in looking afterpublic money: It is part of the Canadian
identity.
Communicate the technological sophistication
now used in tracking payment errors
High incidence among youth makes it important to
how youth being treated as adults.
Civil disobedience 221
National superiority 150
Gadget zeal 131
Pursuit of originality 127
Equal relationship with youth 117
Implications for communication with this
group
Penchant for risk taking 181Adaptability to complexity 140Acceptance of violence 152
Risk of punishment is not a deterrentThey take chances and are confident theycan roll with the punches.
34
ENVIRONICSR E S E A R C H G R O U P
Application 3: On the ground marketing
ENVIRONICSR E S E A R C H G R O U P
Taking social values to the “street level”
Link social values to precisely-defined populations and market segments through geodemographics (PRIZMCE)
Connects every neighbourhood and postal code in Canada
Link to lifestyle, media use and purchase patterns through other comprehensive data bases (e.g. PMB)
Classification of all 54,000 Canadian neighbourhoods into 66 distinct lifestyle types
36
ENVIRONICSR E S E A R C H G R O U P
PRIZMCE geodemographic system
High-Rise ApartmentBuilding
Single Detached,Semis, Rowhouses,
Low-Rise Apartments
“Neighbourhood”
Boundary:Census
Dissemination Area
(200-400 households)
37
ENVIRONICSR E S E A R C H G R O U P
Ottawa – GatineauEveryday Ethics
38
ENVIRONICSR E S E A R C H G R O U P
Ottawa – GatineauPenchant for Risk-taking
39
ENVIRONICSR E S E A R C H G R O U P
PRIZMCE Lifestyle Clusters
Created from demographics, behaviours, and social values
40
ENVIRONICSR E S E A R C H G R O U P
Case study: Health club marketing campaign
Profile of consumers obtained from link between PRIZM CE and PMB data
Profile analysed with social values to identify two key markets:
Health-conscious
Appearance-conscious
41
ENVIRONICSR E S E A R C H G R O U P
Who Belongs to Health Clubs?
13 key segments have a high propensity
42
ENVIRONICSR E S E A R C H G R O U P
Importance of Physical Beauty
Tendency to place a high priority on a youthful and attractive body and being willing to make a considerable effort to attain and keep such a bodily appearance.
Values reflecting Health vs. Appearance
Effort toward Health
The commitment to focus on diet and exercise in order to feel better and have a healthy, wholesome lifestyle. A willingness to transform one’s lifestyle through exercise and radical changes in diet.
43
ENVIRONICSR E S E A R C H G R O U P
Autonomy &Well-Being
Social Success, Materialism & Pride
Security, Stability &Exclusion
1
13
28
56
INDIVIDUALISM AND IDEALISM
CONFORMITY AND EXCLUSION
OU
TE
R-D
IRE
CT
ED
INN
ER
-DIR
EC
TE
D
2
5
8
15
21
27
32
41
43
46
49
51
58
61
6264
65
3
4
1114
19
20
22
24
31
35
3957
63
7
10
12
16
18
23
2930
38
44
26
36
42
47
48
53
60
34
37
54
59
9
Openness &Experience
40176
50
4552
25
55
66
33
Social Values Map
Health Conscious PRIZM CE TargetsAppearance Conscious PRIZM CE Targets
44
ENVIRONICSR E S E A R C H G R O U P
• Skews to 35-54 (some 25-34)
• Very well educated; white collar
• Families & empty nests with some younger singles/couples
• High incomes: ~$89 000
Health-Conscious Target Appearance-Conscious Target
• Skews to 25-44
• Well educated; mixed occupations
• Couples and young families
• Quite ethnic (~40%)
• Incomes: ~$79 000
Targets for two different messages
45
ENVIRONICSR E S E A R C H G R O U P
Use behavioural data to identify the most relevant club features and activities to highlight on the pieces
Variable Index Variable IndexAerobics 156 Jogging 137Yoga 153 Yoga 154Squash 211 Basketball 136Gourmet Cooking 146 Gourmet Cooking 126Use Nutritionist 144 Use Meeting/Dating Services 149Classical Music Radio 127 Adult Contemporary Radio 120CBC Newsworld 143 MuchMusic 154
Health-Conscious Appearance-Conscious
Preferences to highlight in marketing material
46
ENVIRONICSR E S E A R C H G R O U P
• Clubs’ design is important
• Environmentally conscious features/practices
• Joining the club to take charge of their fitness
• Will do research and demand information; will not just “accept” advice
Variable Index Variable IndexImportance of Aesthetics 130 Canadian Identity 147Global Ecological Consciousness 128 Importance of Aesthetics 129Control of Destiny 126 Need for Escape 128Need for Autonomy 126 Networking 127Adaptive Navigation 121 Enthusiasm for Technology 125Rejection of Authority 120 Ostentatious Consumption 122
Health-Conscious Appearance-Conscious
• Clubs’ design is important
• Avoid “ethnic” marketing
• Go to the club as a little escape from the daily grind
• Want to meet people with similar interests
• May respond well to high-tech exercise machines
Selected social values to help shape messaging
47
ENVIRONICSR E S E A R C H G R O U P
Rank postal walks based on concentration of each target groups
Mail different pieces to two different sets of routes
Postal WalkTarget
HouseholdsTotal
HouseholdsEfficiency
Score Cume Target Cume Pieces
Cume Efficiency
ScoreM1SLC0006 808 877 92.2 808 877 92.2M1SLC0001 634 731 86.7 1 442 1 608 89.7M1HLC0028 544 722 75.3 1 986 2 330 85.2M1SLC0003 846 1 142 74.1 2 832 3 472 81.6M1SLC0008 1 017 1 373 74.0 3 848 4 845 79.4M1SLC0007 445 724 61.5 4 294 5 569 77.1M1PLC0044 315 586 53.8 4 609 6 155 74.9M1SLC0004 525 994 52.8 5 134 7 149 71.8M1SLC0002 393 882 44.6 5 527 8 031 68.8M1PLC0035 284 662 42.9 5 811 8 693 66.8M1BLC0012 187 572 32.7 5 998 9 265 64.7M1PLC0010 261 874 29.9 6 259 10 139 61.7M1PLC0041 103 471 21.9 6 362 10 610 60.0M1PLC0056 119 578 20.6 6 481 11 188 57.9M1PLC0046 130 721 18.0 6 611 11 909 55.5M1PLC0048 191 1 122 17.0 6 802 13 031 52.2M1PLC0047 82 662 12.5 6 885 13 693 50.3M1HLC0006 69 699 9.9 6 954 14 392 48.3
Precision targeting of unaddressed mail
48
ENVIRONICSR E S E A R C H G R O U P
Conclusion
Social values are a key piece of the puzzle in understanding the society we live in, and how it is changing
Social values can be measured, at the macro and micro levels
Social values research has an important role:
Identifying emerging trends at the macro level
Profiling key target groups within the population
Gaining deeper insight than is possible through demographic and attitudinal measures alone
49
ENVIRONICSR E S E A R C H G R O U P
Toronto Ottawa Calgary
http://www.environics.net
ENVIRONICSR E S E A R C H G R O U P