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People’s values are deep set, relatively consistent and change only slowly over time.

Applied Emotions national values surveys measures the values systems of people in over 120 different ways. The results are remarkably consistent over time, i.e. relatively little change from year to year. This is a reflection of the slow (years rather than minutes or days) and consistent change that occurs in individuals’ values systems and, by extension, the cultures within which they live and work.

What is true is that people value different modes of thought and behaviour in different contexts – but within the framework of their own values systems.

Using our Values Survey data set of over 1000 questions, with its 123 values systems Attributes, we can plot, in the Maslow Values Space, the axis which correlates with the most powerful tension measured by fellow values researcher Shalom Schwartz at the University of Jerusalem. Schwartz calls this the Power vs Universalism Axis and notes that this is the strongest set of “antagonistic variables” in his Portrait Values System, which has been run in over 100 countries.

We have been measuring values since 1973 and we have found this same axis in our research – via different methods. This indicates to us that the findings are robust and therefore useful in constructing frames for conceptual thinking and in providing strong platforms for the task of changing or reinforcing behaviour.

“Research is crucial for the cultural sector – it enables work that otherwise would not be
possible, and helps to strengthen bonds between organisations and the communities they
serve. By investing in this research we hope to develop a better understanding of what
encourages people to give and stimulate more effective fundraising across the cultural and
creative sectors as well as other charitable sectors.”

Applied Emotions has researched citizen obstacles and shaped behavioural change strategies; helped to Improve adoption of eco-friendly practices, benefiting organisations focused on environmental outcomes.

We have created comprehensive passenger profiles for Fjord Cruises and conducted audience research for broadcasters. We have advised on strategic positioning and license renewals against competitive and political pressures.

We supported a top tier football manager with values-based leadership and team dynamics; and we developed brand profiles for automotive companies, explaining consumer brand acceptance and rejection.

“Applied Emotions harnesses a deep understanding of human values to drive smarter decision-making.
This vast data foundation empowers organisations to connect authentically with their audiences
and navigate market complexities with confidence.”

• More than four decades of continuous study into human motivations and values.
• Data collected from over 1 million respondents spanning 26 diverse countries, ensuring global relevance.
• Comprehensive understanding of cultural and psychological differences to inform nuanced insights.
• Longitudinal research approach allowing trends and shifts in human behavior to be tracked over time.
• Strong foundation in empirical evidence supporting all analyses and conclusions.

”We have run the scales that create the Maslow Groups and Values Modes
alongside the Schwartz scales and directly surveyed over 1,000,000 adults
in 26 different countries that account for over 60% of the world’s population.”