Turning values information into insight

Abstract

Back in Chapter 2 we discussed the need for a new Ariadne-thread for marketing: something that unifies and integrates different sources of data, different people with their different specialist skills, and different processes (such as new product development or advertising), all into one consistent, seamless whole. We identified a candidate – understanding customer values – and, holding it tight, we took our first tentative steps into the marketing maze. We discovered how it is possible to turn ‘soft’ issues such as values into hard, comparable, easy-to-visualize information about people and groups.