University
The University of Western Australia
CHALLENGE
Understanding the links between individuals’ values and their everyday behaviour
The Values Project, jointly funded by CyberMarts, The University of Western Australia, with support from other universities, and the Australian Government through the Australian Research Council [ARC Linkage Project: LP150100434], was launched in an effort to discover more about the links between individuals’ values and their everyday behaviour.
To date, no large scale studies have examined how values are expressed in consumption behaviour across the adult lifespan. The ongoing Project aims to understand the complex relations between people’s life goals and their consumption behaviour; exploring age, life-stage and cohort effects.
SOLUTION
An industry and Australian first
Interactive
values website
Built to provide information about The Values Project, host the values survey and engage study participants with personalised feedback on their values.
Longitudinal
panel study
This three-year study has involved a large annual data collection with the same participants completing between four and eight short surveys each year.
Values-based
marketing
The Project has enabled values-based segmentation for products, services and brands, and the use of value-expressive language to frame appeals and marketing messages.
OUTCOME
Australia's first-ever Values Project Report
The Project has involved the development of a state-of-the-art interactive values-based website (www.thevaluesproject.com), previously unknown knowledge about Australian values, values change and value-related behaviour, and business insight into value-based marketing. In 2021, the team published the first Values Project report. The Values Project collaboration is ongoing and will continue until the end of 2022.
