Why Your Audience Targeting Is Missing 90% of Buyers with David Allison of The Valuegraphics Research Company

On this episode, host Sima Vasa talks to David Allison, Founder of The Valuegraphics Research Company, about replacing ineffective demographic targeting with values-based segmentation. Drawing on over one million surveys across 180 countries, David explains why demographics have a 90% fail rate and how identifying what truly matters to people can increase effectiveness eightfold.

Key Takeaways:

00:00 Introduction
05:03 The human brain decides solely based on values alignment.
06:36 One million surveys reveal 56 values driving human behavior.
09:21 Values are fixed for life and guide all decisions.
13:10 Demographic targeting carries a built‑in 90% fail rate.
14:33 Generational cohorts are far from homogeneous in reality.
16:03 Psychographics describe the past but fail to predict actions.
18:39 Values segmentation identifies the real triggers for engagement.
23:00 A “pink van” story illustrates values‑based recruiting success.
29:06 Values can reveal larger audiences than demographics suggest.
35:00 Values‑based targeting is eight times more effective.

Resources Mentioned:

The Valuegraphics Research Company | Website

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