ENVIRONICS R E S E A R C H G R O U P Social Values Research : Tackling the Hidden Dimension Presentation to the MRIA Ottawa Chapter November 24, 2005 Keith

ENVIRONICSR E S E A R C H G R O U P

Social Values ResearchSocial Values Research::

Tackling the Hidden DimensionTackling the Hidden Dimension

Presentation to the MRIA Ottawa Chapter November 24, 2005

Keith Neuman, Ph.D.

Social Values ResearchSocial Values Research::

Tackling the Hidden DimensionTackling the Hidden Dimension

Presentation to the MRIA Ottawa Chapter November 24, 2005

Keith Neuman, Ph.D.



The MARKETING RESEARCH AND INTELLIGENCE ASSOCIATION Ottawa Chapter would like to

acknowledge the support of the following organizations.

Without their kind support we could not continue to offer quality programs such as this one.

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Social values – what they are and why they matter

International social values model

Examples of potential applications

Questions and discussion

What I will cover

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Formed early in life, usually fixed by one’s mid-teens

Shaped by one’s upbringing, family life, schooling, community and cultural influences

For individuals, can evolve slowly over time through education and life experiences

For societies, can evolve as older generations die off and are replaced by younger generations with different values

What are social values?

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Values

Demographics

Other Individual Characteristics

Behavior

Beliefs

Attitudes

Why social values matter

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Traditional model - Social Norms

Enduring beliefs that a specific mode of conduct or end-state of existence is personally or socially preferable to an opposite or converse mode of conduct or end-state of existence (Rokeach)

Contemporary models – Mental postures

A person’s mental posture or fundamental world view, that sets the context in which to they react situations, events, opportunities and

challenges (de Vulpian)

Two models of social values

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Traditional models of values research

Thorstein Veblen: Theory of the Leisure Class (1899)

Abraham Maslow: Hierarchy of Needs (1954)

Milton Rokeach: Terminal and Instrumental Values (1969)

Limitations:

Values defined in terms of social norms or ideals

Respondents self-identify their values or rank order a value set – social desirability bias & lack of differentiation

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Rokeach – 18 Terminal values

A comfortable life

An exciting life

A sense of accomplishment

A world at peace

A world of beauty

Equality

Family security

Freedom

Happiness

Inner harmony

Mature love

National security

Pleasure

Salvation

Self respect

Social recognition

True friendship

Wisdom

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Contemporary models of social values

Yankelovich: Yankelovich Monitor (1971)

Arnold Mitchell: VALS/SRI (1978)

Ron Inglehardt: World Values (1981)

Alain de Vulpian: Le Système Cofremca de Suivi des Courants Socio-Culturel (3SC)

Cofremca (France,1974)

CROP/Environics (Canada,1983)

Environics (USA,1992)

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Contemporary models of social values

Defines a universal set of values (positive and negative), but individuals hold particular values to varying degrees

Research presents real or hypothetical situations to which respondents react, rather than being expected to self-analyze

Focus on the study of socio-cultural change -- identifying and tracking values that differentiate individuals and speak to the future

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3SC social values research in 20+ countries

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Nationally representative surveys of 2,600 Canadians, aged 15+

Fielded every year since 1983

In-home, self-completion methodology

Selected client themes/topics:• Automotive• Financial Services• Food/drink• Technology Usage• Media• Leisure• Health/Personal care • Tourism• Politics

A battery of 300+ sociocultural statements measuring and tracking 102 social values and mental postures

3SC Canada – Basic methodology

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A Please rate the extent to which you disagree or agree with the following statements. Mark only one for each statement.

1 I always keep informed about the latest technological developments. 2 I am very concerned that I will not have enough money to live comfortably in the

future.

25 It's perfectly normal for even the most masculine man to demonstrate what are thought of as feminine qualities.

26 I am interested in discovering more ways to improve my intuition and awareness. 27 My work needs to be profitable, not just personally rewarding.

37 Managing my time is one of my biggest challenges. 38 I like being able to explore aspects of my personality that I don't usually express in

everyday life.

39 For me, esthetic design is as important as product features.

71 It is often better to keep your thoughts and feelings to yourself. 72 I would like to practice meditation or relaxation exercises more often than I do now. 73 I like our own traditional foods, customs and dress, the things that remind me of how

my ancestors lived.

74 I like to be in complex situations that challenge me to figure out how to come out ahead.

E

1 Discuss the problems in your neighbourhood or municipality with people 2 Meditate on the profound meaning of my life 3 Attend a meeting or rally about subjects (topics) concerning your neighbourhood or

municipality

4 Work as a volunteer for a committee aimed at improving an aspect of life in your neighbourhood or municipality

Listed below, you will find a series of opinions which we often hear expressed. For each opinion listed, show whether you totally disagree, disagree somewhat, neither disagree nor agree, agree somewhat or totally agree by checking one box corresponding t

Strongly disagree Strongly agree

Strongly disagree Strongly agree

Here are a number of statements that describe different types of people. Using the scale, indicate how often each statement applies to you.

O ftenNever

These four questions, from different sections of the survey, join together after factor analysis to create a trend

How social value are measured

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Confidence and adaptability

Goals, motivations

Social relations, family/friends

Tradition

Social liberalism

Personal growth

Ethics

Consumer motivations

Themes captured through social values

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Acceptance of ViolenceActive GovernmentAdaptability to ComplexityAdaptive NavigationAdvertising as StimulusAmerican DreamAnomie/AimlessnessAttraction for CrowdsAversion to ComplexityBrand ApathyBuying on ImpulseCelebrating PassagesCivic ApathyCivic EngagementCommunity InvolvementConcern for AppearanceConfidence in AdvertisingConfidence in Big BusinessConfidence in Small BusinessCultural AssimilationCulture SamplingDiscerning HedonismDiscriminating ConsumerismDutyEcological Concern

Ecological FatalismEffort Toward HealthEmotional ControlEnthusiasm for TechnologyEntrepreneurialismEqual Relationship with YouthEthical ConsumerismEveryday EthicsEveryday RageFaith in ScienceFatalismFear of ViolenceFinancial SecurityFlexible FamiliesFlexible Gender IdentityGender ParityGlobal ConsciousnessHeterarchyHolistic HealthImportance of AestheticsImportance of BrandImportance of SpontaneityIntuition & ImpulseInterest in the UnexplainedIntrospection & Empathy

Joy of ConsumptionJust DesertsLargesse ObligeLiving VirtuallyLook Good Feel GoodMeaningful MomentsMore Power for BusinessMore Power for MediaMore Power for PoliticsMulticulturalismMysterious ForcesNational PrideNeed for Status RecognitionNetworkingObedience to AuthorityOstentatious ConsumptionParochialismPatriarchyPenchant for RiskPersonal ChallengePersonal ControlPersonal EscapePersonal ExpressionPrimacy of the FamilyPropriety

Protection of PrivacyPursuit of IntensityRacial FusionRejection of AuthorityRejection of OrderReligion a la CarteReligiositySaving on PrincipleSearch for RootsSelective Use of Personal ServicesSensualismSexismSexual PermissivenessSkepticism of AdvertisingSocial ResponsibilitySocial IntimacySpiritual QuestTechnological AnxietyTime StressTraditional FamilyTraditional Gender IdentityVitalityVoluntary SimplicityWork EthicXenophobiaGadget zeal

102 social values

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The tendency to save and accumulate money that is motivated by a moral rather than an economic impulse.

Saving on Principle

1. If I put money aside it would be mainly: To safeguard my future To buy something I want

2. Which of these two opinions about money do you hold: Money is for saving Money is for spending

Examples of social values

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Joy of Consumption

1. To spend, to buy myself something new, is for me one of the greatest pleasures in life.

2. I often get great pleasure from looking at advertising.

3. I love to buy consumer goods (excluding those basic ones essential to run a household).

4. To buy myself something new is always very gratifying to me.

Intense gratification through the consumption of consumer goods, other than basic necessities. Deriving great pleasure from having the latest products or services. People strong on this trend are often more excited by the act of buying, than by the use of the products.


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1. Violence is a part of life. It’s no big deal.

2. It’s acceptable to use physical force to get something you really want. The important thing is to get what you want.

3. When a person can’t take it anymore and feels like he/she is going to explode, to be a little violent can relieve the tension. It’s no big deal.

Believing that violence is an inevitable part of life. People strongest on this trend even accept violence as an outlet for letting off steam or as a way of getting what they want. For some, violence is becoming the only way they can make themselves heard in today’s world.

Acceptance of Violence


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AIMLESSNESSACCEPTANCE OF VIOLENCE

ADAPTABILITY TO COMPLEXITY IN LIFE

ECOLOGICAL ALARMISM

ANOMIE

APOCALYPTIC ANXIETY

TECHNOLOGICAL ANXIETY

BELONGING TO THE "GLOBAL VILLAGE"

ATTRACTION TO NATURE

ADVERTISING AS STIMULUS

ATTRACTION FOR CROWDS

ATTRACTION TO THE SIMPLE PLEASURES OF LIFE

RISK AVERSION

NEED FOR AUTONOMY

NEED FOR STATUS RECOGNITION

NEED FOR PERSONAL ACHIEVEMENT

SEARCH FOR ROOTS

NEED FOR ESCAPE

CONFIDENCE IN ADVERTISING

CONFIDENCE IN GOVERNMENT

CONFIDENCE IN BIG BUSINESS

CONFIDENCE IN SMALL BUSINESS

EMOTIONAL CONNECTIVITY

AWARENESS OF MORTALITY

GLOBAL ECOLOGICAL AWARENESS

ECOLOGICAL CONSUMPTION

ETHICAL CONSUMERISM

OSTENTATIOUS CONSUMPTION

EARLY ADOPTION

STRATEGIC CONSUMPTIONCONSUMPTIVITY

CONTROL OF DESTINY

RACING AGAINST THE CLOCK

PERSONAL CREATIVITYSKEPTICISM TOWARD BIG BUSINESS

SKEPTICISM TOWARD SMALL BUSINESS

SOCIAL DARWINISM

DECONSUMPTION

CIVIL DISOBEDIENCE

AVERSION TO COMPLEXITY IN LIFE

EFFORT FOR HEALTH

EQUAL RELATIONSHIP WITH YOUTH

EQUALITY OF THE SEXES

COMMUNITY INVOLVEMENT

ENTHUSIASM FOR CONSUMPTION

ENTHUSIASM FOR TECHNOLOGY

FULFILLMENT THROUGH WORK

SAVING ON PRINCIPLE

EVERYDAY ETHICS

FATALISM

PENCHANT FOR RISK-TAKING

HETERARCHY

HYPER-RATIONALITY

IMPORTANCE OF PHYSICAL BEAUTY

IMPORTANCE OF BRAND

IMPORTANCE OF SPONTANEITY IN DAILY LIFE

IMPORTANCE OF NATIONAL SUPERIORITY

IMPORTANCE OF AESTHETICS

IMPORTANCE OF PRICE

PURSUIT OF INTENSITY ANDEMOTIONAL EXPERIENCES

INTEREST IN THE MYSTERIOUS

INTROSPECTION AND EMPATHY

REPRIORITIZING OF MONEY

REPRIORITIZING OF WORK

ETHNIC INTOLERANCE

NEO-ROMANTICISM

FLEXIBLE DEFINITION OF FAMILY

NEW SOCIAL RESPONSIBILITYOPENNESS TOWARD OTHERS

SEXUAL PERMISSIVENESS

FEAR OF VIOLENCE

ADAPTIVE NAVIGATION

JOY OF CONSUMPTION

INTUITIVE POTENTIAL

FINANCIAL CONCERN REGARDING THE FUTURE

PRIMACY OF THE FAMILY

PRIMACY OF ENVIRONMENTAL PROTECTION

UTILITARIAN CONSUMERISM

SPIRITUAL QUEST

PURSUIT OF NOVELTY

PURSUIT OF ORIGINALITY

PURSUIT OF HAPPINESS TO THE DETRIMENT OF DUTY

REGIONALISM

REJECTION OF AUTHORITY

REJECTION OF ORDER

RELIGIOSITY

NETWORKING

DISCRIMINATING CONSUMERISM

POLYSENSORIALITY

CONCERN FOR APPEARANCE

FLEXIBILITY OF PERSONALITY

FLEXIBILITY OF GENDER IDENTITY

TIME MANAGEMENT TECHNOLOGYVITALITY LEGACY

MEANING OF LIFE

MEANING OF LIFE=FAMILY

MEANING OF LIFE=MATERIAL POSSESSIONS

RITUAL

INTUITION

ATTRACTION TO VIOLENCE

SOCIAL LEARNING

CONTROL OF PRIVACY

CULTURAL FUSION

INDIVIDUALISM AND IDEALISM

CONFORMITY AND EXCLUSION

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Canadian Sociocultural Map

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Social Values Orientation

Individualism and Idealism

Conformity and Exclusion

Social Success,

Materialism and Pride

Security, Stability

and Exclusion

• Personal independence and control

• Adherence to social ethics that improve lives

• Rejection of authority, conformity, materialism

• Personal fulfilment through experimentation

• Physical and moral well-being important

• Openness is enriching

• Conformist and materialistic values

• Social success, displaying status

• Seek clearly defined structures

• Feel excluded and lack purpose

• Seek security, stability, leadership

• Accept civil disobedience, violence

Ou

ter-

Di r

ecte

d In

ner-D

irectedExperience and

Personal Development

Autonomy and

Well-being

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Consumer Orientation and Motivations



Ou

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Di r

ecte

d In

ner-D

irected

• Informed, skeptical, and demanding• Utilitarian, fundamental• Quality of life• Purchasing control, autonomy• Ethical

• Innovative and “in”• Personalization and personal development• Singular, unique, distinctive• Information, enthusiasm (consumptivity)• Strategic consumption

• Aspirational consumption• Prestige and display of brands• Novelty and gadgets• Pleasure, hedonism

• Price focus• Security (brands with a long history)• Mass-market consumption and brands• Utilitarian

Social Success,


Autonomy and

Well-being

Experience and


Security, Stability

and Exclusion

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Workplace Motivations



Ou

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Di r

ecte

d In

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irected

• Job is an opportunity to learn/grow• Highly skilled, work independently• Work must be personally/socially meaningful

“Titles mean nothing – it’s what you do that matters”

• Job is an opportunity to create and experience• Highly skilled, moderate control over work• Prefer high paced, action-oriented team environments

“Wait till the client sees this!”

• Job represents status/titles• Moderate skills, moderate control over work• Prefer hierarchical environments“To get ahead you have to work hard and pay your dues”

• Job is just a source of (low) income• Fewer FT/PT, more at home/students• Few skills, little control over work“I’m just a cog in the wheel, working for the weekend”

Social Success,


Autonomy and

Well-being

Experience and


Security, Stability

and Exclusion

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ENVIRONICSR E S E A R C H G R O U P INDIVIDUALISM AND IDEALISM


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3SC CanadaSocial Values

WELL-BEINGPERSONAL DEVELOPMENT

SUCCESS EXCLUSION

Gender

Men

Women

Age : 35-44

Age : 45-59

Age : 25-34

Age : 60 +

Age :15-24

Age

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_X

Top Quintile

Bottom Quintile

Rather than looking at Top-2 Box scores or mean scores, we look at top tails of the distribution (quintiles) to detect social change

Those who fall into the top tail of a trend are seen to be leading agents of change on that trend

Method of detecting social change

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Social values: Three Applications


Application 1: Measuring social change


INDIVIDUALITY

AUTHORITY

Idealism &Autonomy

Status & Security

FU

LF

ILM

EN

TSU

RV

I VA

L

Authenticity &Responsibility

Exclusion & Intensity

Social Change: Canada - US

1996

1992

2000

2000

19961992

2004

2004

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2620 18

42 4449

0

10

20

30

40

50

60

1992 1996 2000

Canada

U.S.

Father of family must be master in his own

houseCanada and the United States: Agree 1992 - 2000

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Father of family must be master in his own

houseCanada and the United States: Women agree 2000

4339

51

13

Women

10

Women with Post-secondary

17

Singles0

10

20

30

40

50

60

70

Canada

U.S.

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INDIVIDUALITY

AUTHORITY

Idealism &Autonomy

Status & Security

FU

LF

ILM

EN

TSU

RV

I VA

LAuthenticity &Responsibility

Exclusion & Intensity

Deep South

PlainsMid West

South Atlantic

Texarkana

Mid Atlantic Mountain

New England

PacificB.C.

Ontario

AtlanticManitoba

Saskatchewan

Alberta

Quebec

Regions of North America(1992-2000 combined)

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Application 2: Issue communications


EXAMPLE: Rejection of “Everyday Ethics”

“If the government sent me a cheque by mistake, I’d keep the money unless they asked for it back.”

Gender AgeHousehold Income

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“I’d keep the money” Value Profile

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Feel at some liberty to disregard rules they

think are wrong or unfair.

Promote idea that there is a national duty for

everyone to do their share in looking afterpublic money: It is part of the Canadian

identity.

Communicate the technological sophistication

now used in tracking payment errors

High incidence among youth makes it important to

how youth being treated as adults.

Civil disobedience 221

National superiority 150

Gadget zeal 131

Pursuit of originality 127

Equal relationship with youth 117

Implications for communication with this

group

Penchant for risk taking 181Adaptability to complexity 140Acceptance of violence 152

Risk of punishment is not a deterrentThey take chances and are confident theycan roll with the punches.

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Application 3: On the ground marketing


Taking social values to the “street level”

Link social values to precisely-defined populations and market segments through geodemographics (PRIZMCE)

Connects every neighbourhood and postal code in Canada

Link to lifestyle, media use and purchase patterns through other comprehensive data bases (e.g. PMB)

Classification of all 54,000 Canadian neighbourhoods into 66 distinct lifestyle types

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PRIZMCE geodemographic system

High-Rise ApartmentBuilding

Single Detached,Semis, Rowhouses,

Low-Rise Apartments

“Neighbourhood”

Boundary:Census

Dissemination Area

(200-400 households)

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Ottawa – GatineauEveryday Ethics

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Ottawa – GatineauPenchant for Risk-taking

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PRIZMCE Lifestyle Clusters

Created from demographics, behaviours, and social values

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Case study: Health club marketing campaign

Profile of consumers obtained from link between PRIZM CE and PMB data

Profile analysed with social values to identify two key markets:

Health-conscious

Appearance-conscious

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Who Belongs to Health Clubs?

13 key segments have a high propensity

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Importance of Physical Beauty

Tendency to place a high priority on a youthful and attractive body and being willing to make a considerable effort to attain and keep such a bodily appearance.

Values reflecting Health vs. Appearance

Effort toward Health

The commitment to focus on diet and exercise in order to feel better and have a healthy, wholesome lifestyle. A willingness to transform one’s lifestyle through exercise and radical changes in diet.

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Autonomy &Well-Being

Social Success, Materialism & Pride

Security, Stability &Exclusion

1

13

28

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2

5

8

15

21

27

32

41

43

46

49

51

58

61

6264

65

3

4

1114

19

20

22

24

31

35

3957

63

7

10

12

16

18

23

2930

38

44

26

36

42

47

48

53

60

34

37

54

59

9

Openness &Experience

40176

50

4552

25

55

66

33

Social Values Map

Health Conscious PRIZM CE TargetsAppearance Conscious PRIZM CE Targets

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• Skews to 35-54 (some 25-34)

• Very well educated; white collar

• Families & empty nests with some younger singles/couples

• High incomes: ~$89 000

Health-Conscious Target Appearance-Conscious Target

• Skews to 25-44

• Well educated; mixed occupations

• Couples and young families

• Quite ethnic (~40%)

• Incomes: ~$79 000

Targets for two different messages

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Use behavioural data to identify the most relevant club features and activities to highlight on the pieces

Variable Index Variable IndexAerobics 156 Jogging 137Yoga 153 Yoga 154Squash 211 Basketball 136Gourmet Cooking 146 Gourmet Cooking 126Use Nutritionist 144 Use Meeting/Dating Services 149Classical Music Radio 127 Adult Contemporary Radio 120CBC Newsworld 143 MuchMusic 154

Health-Conscious Appearance-Conscious

Preferences to highlight in marketing material

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• Clubs’ design is important

• Environmentally conscious features/practices

• Joining the club to take charge of their fitness

• Will do research and demand information; will not just “accept” advice

Variable Index Variable IndexImportance of Aesthetics 130 Canadian Identity 147Global Ecological Consciousness 128 Importance of Aesthetics 129Control of Destiny 126 Need for Escape 128Need for Autonomy 126 Networking 127Adaptive Navigation 121 Enthusiasm for Technology 125Rejection of Authority 120 Ostentatious Consumption 122

Health-Conscious Appearance-Conscious

• Clubs’ design is important

• Avoid “ethnic” marketing

• Go to the club as a little escape from the daily grind

• Want to meet people with similar interests

• May respond well to high-tech exercise machines

Selected social values to help shape messaging

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Rank postal walks based on concentration of each target groups

Mail different pieces to two different sets of routes

Postal WalkTarget

HouseholdsTotal

HouseholdsEfficiency

Score Cume Target Cume Pieces

Cume Efficiency

ScoreM1SLC0006 808 877 92.2 808 877 92.2M1SLC0001 634 731 86.7 1 442 1 608 89.7M1HLC0028 544 722 75.3 1 986 2 330 85.2M1SLC0003 846 1 142 74.1 2 832 3 472 81.6M1SLC0008 1 017 1 373 74.0 3 848 4 845 79.4M1SLC0007 445 724 61.5 4 294 5 569 77.1M1PLC0044 315 586 53.8 4 609 6 155 74.9M1SLC0004 525 994 52.8 5 134 7 149 71.8M1SLC0002 393 882 44.6 5 527 8 031 68.8M1PLC0035 284 662 42.9 5 811 8 693 66.8M1BLC0012 187 572 32.7 5 998 9 265 64.7M1PLC0010 261 874 29.9 6 259 10 139 61.7M1PLC0041 103 471 21.9 6 362 10 610 60.0M1PLC0056 119 578 20.6 6 481 11 188 57.9M1PLC0046 130 721 18.0 6 611 11 909 55.5M1PLC0048 191 1 122 17.0 6 802 13 031 52.2M1PLC0047 82 662 12.5 6 885 13 693 50.3M1HLC0006 69 699 9.9 6 954 14 392 48.3

Precision targeting of unaddressed mail

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Conclusion

Social values are a key piece of the puzzle in understanding the society we live in, and how it is changing

Social values can be measured, at the macro and micro levels

Social values research has an important role:

Identifying emerging trends at the macro level

Profiling key target groups within the population

Gaining deeper insight than is possible through demographic and attitudinal measures alone

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Toronto Ottawa Calgary

http://www.environics.net

[email protected]


Documents

ENVIRONICS R E S E A R C H G R O U P Social Values Research : Tackling the Hidden Dimension Presentation to the MRIA Ottawa Chapter November 24, 2005 Keith