Value System

DECISION MAKING


Based on the principles of morphological psychology, The Value System explains and maps the different ‘tensions’ in consumers’ minds

The Value System allows us to segment any category or market based on the underlying psychology of different types of consumer.

It is based on the principles of morphological psychology and explains and maps the different ‘tensions’ in consumers’ minds. This allows us to understand how people transition from one ‘need state’ to another and adapt their behaviour accordingly.

It is within this value system framework that we weigh up & literally ‘make up our mind’. 

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