Personal Values are the guiding principles by which we live our life. They are a central component of who we are and what we need, do and feel.

Crucially, Personal Values are a valuable basis for marketing and brand strategy because:

• They are at the core of human behaviour and relatively stable.
• They have multi-cultural relevance and are a common grounds across cultures and demographics

GfK Roper Consulting’s Values Factbook is an excellent resource for understanding values across 25 key countries around the world, providing the facts and figures that marketers need to drive local, regional and global decision-making about marketing communications messages and brand positioning platforms.

The Values Factbook includes:

Robust, quantitative information for over 50 values showing

• The size of the value worldwide
• Countries where the value is particularly strong or weak
• Demographic skews
• Values that are correlated

Robust, quantitative information for each of 25 key consumer markets showing

• The Top values
• Which values are particularly important (or unimportant) in that market

It also provides an overview of our ‘ValueTypes’, Values Segmentation which is a one-of-a-kind, powerful profiling tool for understanding consumer motivations.