We give you a map to understanding human values.
Our Mission
Applied Emotions exists to advance the scientific understanding of human values and their role in shaping behaviour, decision-making, and social cohesion, translating decades of empirical research into rigorous, practical applications.
A Universal Framework
Human values operate as a structured, measurable system that transcends culture, geography, and generation. Our research demonstrates that while surface behaviours vary widely, the underlying value structures that drive them follow consistent, mappable patterns across populations.
Evidence-Based Understanding
Our methodology is grounded in empirical data gathered from over one million respondents across 26 countries over four decades. This longitudinal depth enables us to identify not just what people value, but how value systems shift across demographics, time, and context.
From Data to Application
Validated in partnership with Université Libre de Bruxelles and the AI Lab at Vrije Universiteit Brussel, our framework translates rigorous academic findings into diagnostic tools that generate actionable insight, moving organisations and individuals from observation to informed decision-making.
Decades of Insight, Millions of Voices
Our research spans four decades, drawing from over one million people across 26 countries, giving us unparalleled insight into what truly drives human behavior.
Who We Serve
Our research serves two distinct but interconnected audiences, organisations seeking strategic advantage, and individuals seeking self-understanding.
Understand Your People
Map the values of your workforce, align your brand, and ensure your AI agents reflect your principles. Our organisational services give leadership the foresight to make decisions that resonate, and last.
- People Values Assessment
- Brand Values Alignment
- AI Agent Values Mapping
Understand Yourself
Discover your unique values position across 124 human value attributes. Whether you want to know yourself better, improve your relationships, or personalise the AI you interact with every day, your values are the key.
- My Values Assessment
- Chat Chameleon, personalise your AI
- Are You Kindred, relationship compatibility
The Power of Understanding Values
Values are the invisible forces that guide every decision we make
Values Drive Decisions
Every choice we make, from the products we buy to the leaders we follow, is fundamentally influenced by our core values. They act as an internal compass, guiding our preferences and priorities.
Understanding these values unlocks predictive insights into human behavior, enabling organisations to anticipate needs, build trust, and create meaningful connections.
Beyond Surface Behavior
Most organisations only measure what people do. But identical behaviors can stem from completely different motivations. One person might recycle from environmental concern, another from cost savings.
By understanding the 'why' behind the 'what', you gain the foresight to predict future behaviors and craft strategies that resonate at a deeper level.
The Values Tree
Like a tree, what you see above ground, the behaviors, attitudes, and beliefs, is only part of the story. The real power lies in the roots.
When you only measure behaviors and attitudes, you're observing symptoms without understanding the cause. Values provide the 'why', the emotional and psychological foundations that shape every decision, preference, and reaction.
This is why two people can exhibit identical behaviors yet be driven by completely different motivations. Without understanding values, you lack the insight to predict how people will respond to change, innovation, or new challenges.
Our Research Foundation
Our values framework is built on decades of academic research, validated in partnership with leading institutions:
Ready to explore human values?
Whether you're an organisation seeking strategic insight or an individual looking to understand yourself better, we have the research, the tools, and the experience to help.