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American Values and Priorities

American Values and Priorities. The Power of “Values”. Many of the most successful enterprises have been built on our values research approach to help a client unlock the key to what makes them most powerfully and personally relevant to their key stakeholders.

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American Values and Priorities

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  1. American Values and Priorities

  2. The Power of “Values” Many of the most successful enterprises have been built on our values research approach to help a client unlock the key to what makes them most powerfully and personally relevant to their key stakeholders Drinking milk every day helps you maintain a healthy weight and look your best. Helping you start discovering the possibilities, unlocking your passions and articulating a vision to your future. What happens in Vegas, stays in Vegas.

  3. Why Values Matter Ideal to inspire to DO something • They are motivational Ideal to build coalitions-- solidify/expand your base and appeal to the swing • Widely shared Echoes ofthe past; Ideals forthe future; Continuity throughout a project--umbrella theme • Stable, enduring

  4. An Effective Value Proposition Must Connect Both Rationally and Emotionally Connect emotionally by tapping into personal values Persuade By Reason, Motivate By Emotion Source: Understanding Consumer Decision Making; Neuroscience Association; Means-End Theory

  5. Values Research: Rational and Emotional linking the components Emotional Level How to identify with the stakeholders’ feelings and personal experience to elicit emotional responses aligned with the consumer’s core values, needs, and wants. Personal Values (Stable, enduring personal goals) Emotional Benefits/Consequences (Emotional or social consequences derived from the functional consequences) Functional Benefits/Consequences (Functional consequences derived from pursuing life’s needs/wants) Rational Level What matters (needs and wants) in the lives of Americans and consequences of the choices they make Attributes (Life’s needs/wants)

  6. Value Psycho-Social Consequence Functional Consequence Functional Consequence Attribute Attribute Attribute Decision Making Map A graphical representation of how people think and behave and what triggers that thinking or behavior. It is constructed by combining the dominant ladders from the study group. • A “chessboard” for strategy identification. • A guide to psychographic question development.

  7. Building the Current Priorities Map Total 50+ Putting it all together… What are the emotional benefits? What are the emotional benefits most commonly linked to each rational benefit? What are the rational benefits? What are the rational benefits most commonly linked to each priority? What are the current priorities?

  8. Current Priorities Total 50+ Current Priorities (Most and 2nd Most Important) Four areas account for 62% of current priorities Top Priorities BASE: All Qualified Respondents 50+ Q301/321 You indicated [INSERT RESPONSE FROM 300] is something you look forward to/worry about. Which of the following categories best captures what this priority has to do with? If more than one category applies, pick the one which you feel fits the best.

  9. Current Priorities Total 50+ Current Priorities (Most and 2nd Most Important) Worries tend to be tied to concerns with Finances and Health more than any other area Note: Health was only asked as a worry for current priorities Positive Negative BASE: All Qualified Respondents 50+ Q301/321 You indicated [INSERT RESPONSE FROM 300] is something you look forward to/worry about. Which of the following categories best captures what this priority has to do with? If more than one category applies, pick the one which you feel fits the best.

  10. Current Priorities Value OrientationsTotal 50+ Value orientation Emotional Benefits Helps me relax, I feel less stress/worry I feel happy/content Excites/energizes me Helps meet your family’s needs Feels like I am living life to the fullest Feels like I am making a difference I feel successful I feel appreciated, needed, useful, loved Feel independent and in control Brings me closer to God Deepens bonds with friends/family BASE: All Qualified Respondents 50+ Q310/330 You indicated that you think most about [INSERT PRIORITY] because it [INSERT RATIONAL BENEFIT PROVIDED]. What benefit does it provide you /deprive you of. How does it make you feel?

  11. Current Priorities Map – (Percents by level)Total 50+ PEACE OF MIND| HAPPINESS 42% ACCOMPLISHMENT 14% FULFILLMENT 15% SELF ESTEEM 9% GOD 4% FREEDOM 8% FAMILY LOVE 4% Emotional Benefit KNOWLEDGE/ EXPERIENCE 6% TAKE CARE OF FAMILY/ SELF/FAMILY FRIEND TIME 19% 11% STAY HEALTHY 13% DO WHAT I WANT/NEED 14% Rational Benefits PROVIDE FINANCIALLY 11% NEW THINGS 4% CLOSER TO GOD 4% SUPPORTS ME 5% PROVIDE SERVICE 3% FINANCES 16% RETIREMENT 7% RELATIONSHIPS 12% Attributes HOBBIES 8% MY HEALTH HEALTH OF OTHERS 16% CHURCH/ SPIRITUALITY 8% VOLUNTEER/ SERVICE 3% CHILDREN/ GRANDCHILDREN 18% MY HEALTH HEALTH OF OTHERS 16% TRAVEL 4% Note: Map includes measures in Dominant and Secondary pathways

  12. Current Priorities Map – Dominant PathwayTotal 50+ PEACE OF MIND| HAPPINESS 42% ACCOMPLISHMENT 14% FULFILLMENT 15% SELF ESTEEM 9% The most common emotional benefit is Peace of Mind/Happiness. The biggest conduit to that emotional benefit deals with the Family, in the form of spending time together or taking care of them. Children and Grandchildren are the biggest priority when it comes to Family. GOD 4% FREEDOM 8% FAMILY LOVE 4% Emotional Benefit KNOWLEDGE/ EXPERIENCE 6% TAKE CARE OF FAMILY/ SELF/FAMILY FRIEND TIME 19% 11% STAY HEALTHY 13% DO WHAT I WANT/NEED 14% Rational Benefits PROVIDE FINANCIALLY 11% NEW THINGS 4% CLOSER TO GOD 4% SUPPORTS ME 5% PROVIDE SERVICE 3% FINANCES 16% RETIREMENT 7% RELATIONSHIPS 12% Attributes HOBBIES 8% MY HEALTH HEALTH OF OTHERS 16% CHURCH/ SPIRITUALITY 8% VOLUNTEER/ SERVICE 3% CHILDREN/ GRANDCHILDREN 18% MY HEALTH HEALTH OF OTHERS 16% TRAVEL 4%

  13. POLICY AND MESSAGE IMPLICATIONS

  14. The 2012 Presidential election is critical to our future How critical is the 2012 Presidential election? TOTAL BY AGE Top 2 Box 63% Indicates large differences between subgroups. BASE: ALL QUALIFIED RESPONDENTS (n=5003) Q330. To what degree would you say that the outcome of the 2012 Presidential election is critical to our country’s future? * Indicates small base.

  15. Nearly two thirds of Americans say the election is critical, but conservatives are most concerned National Average How critical is the 2012 Presidential election? Among Registered Voters Only (Extremely/Very Critical Shown) Tea Party* n=690 85% (Top 2 box) Libertarian • n=109 64% (Top 2 box) Indicates large differences between subgroups. BASE: ALL QUALIFIED RESPONDENTS (n=5003); REGISTERED TO VOTE (n=4232) Q330. To what degree would you say that the outcome of the 2012 Presidential election is critical to our country’s future? * All groups are filtered by those registered to vote except Tea Party, which was asked separately and is not exclusive.

  16. The Jones viewpoint of freedom in America, which advocates for less government, is slightly more popular than Smith, which supports more government involvement Which viewpoint is closest to your own? JONES 57% SMITH 43% Freedom in America means having the ability to achieve my goals without interference. Smaller and more limited government involvement creates more opportunity for people and small businesses to pursue their dreams and reap the benefits of their choices and hard work. To me, freedom in America is about opportunity and equality regardless of my circumstances in life. More government involvement is needed in order to ensure everyone has a fair chance to pursue their dreams, by protecting rights and civil liberties. BASE: ALL QUALIFIED RESPONDENTS (n=5003) Q335. Below are two hypothetical viewpoints about freedom in America. Please read both viewpoints and indicate which is closest to your own.

  17. Despite the segments having an ideological basis, there are self-reported conservatives within the more left leaning segments and vice versa 7% self-report as liberal or moderate when they actually hold more right leaning beliefs. 14% of Americans self-report as conservative or moderate, when they actually hold left leaning or middle-of-the-road ideological beliefs. SELF-REPORTED IDEOLOGY • BASE: ALL QUALIFIED RESPONDENTS (n=5003) • Q1035. In politics today do you generally consider yourself to be Conservative, Moderate, or Liberal on most issues?

  18. FREEDOM ISAmerican Values, Issues, and Message Priorities

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