Data Gurus

On this episode, host Sima Vasa talks to David Allison, Founder of The Valuegraphics Research Company, about replacing ineffective demographic targeting with values-based segmentation. Drawing on over one million surveys across 180 countries, David explains why demographics have a 90% fail rate and how identifying what truly matters to people can increase effectiveness eightfold.Key Takeaways:00:00 Introduction05:03 The human brain decides solely based on values alignment.06:36 One million surveys reveal 56 values driving human behavior.09:21 Values are fixed for life and guide all decisions.13:10 Demographic targeting carries a built‑in 90% fail rate.14:33 Generational cohorts are far from homogeneous in reality.16:03 Psychographics describe the past but fail to predict actions.18:39 Values segmentation identifies the real triggers for engagement.23:00 A “pink van” story illustrates values‑based recruiting success.29:06 Values can reveal larger audiences than demographics suggest.35:00 Values‑based targeting