Values Modes
segmentation tool
Values Modes is a segmentation tool in the United Kingdom, based on the British Values Survey.
Background
The Values Modes model was created in 1973, by Pat Dade and Les Higgins. The tool, which is owned by the company Cultural Dynamics, is used strategically in marketing and political campaigns. It divides the population by values, identifying three core groups: Settlers, Prospectors and Pioneers. It is the main subject of the book "What Makes People Tick", by Chris Rose.
Methodology
Segmentation
The Values Modes tool is based on the premise of twelve discrete psychographic types, under three umbrella groups. These were developed using a combination of empirical research and the application of Abraham Maslow's Hierarchy of Needs.
Tracking
The British Values Survey asks a large sample of people a range of questions each year. It uses their answers to track how values are changing. Researchers gauge shifts in the values composition of certain groups and track changes in the overall population.
“Values Modes” enters the record as segmentation tool. Crown Archives preserves that source wording while asking what Values, Modes and segmentation can confirm, complicate or overturn.
Why this record matters
“Values Modes” is worth following because a concise public description often conceals a longer documentary argument. Here, Values, Modes and segmentation provides the most credible route into that argument.
The citation trail is more important than the brevity of the summary: it shows where individual claims can be examined in context. The source revision retrieved here is dated Sep 10, 2026. The linked authority identifier is Q18326326. None of the 0 selected statements returned an explicit reference. The first chronological checks are 1973.
Overview language is designed for orientation and should not be treated as a substitute for the evidence cited beneath it. The lead is largely declarative, so disagreement and counter-evidence require a deliberate search beyond the opening account. Authority statements aid reconciliation but still require their own references, qualifiers and ranks to be checked.
How to read it
Use the entry as an orientation point, then follow its citations and revision history. Names, dates and institutional relationships should be checked against the original record.
- Subject orientation
- Search vocabulary
- Locating named sources
The closest primary source, responsible institution and strongest cited specialist reference.
Three-step research path
- Establish the record: confirm the title “Values Modes”, its source revision and the description used here.
- Expand the search: follow Values Modes primary sources, Values Modes archive and Values research across catalogues and specialist indexes.
- Test the account: compare the strongest cited source with the responsible institution’s current record and note any disagreement.
Questions for further research
- Which source most directly establishes the central claim about “Values Modes”?
- What terminology or title could unlock a more precise catalogue search?
- Which institution is responsible for the underlying evidence?
Search terms from this dossier
This entry incorporates text from “Values Modes” on English Wikipedia. Contributors are listed in the page history. Text is available under the Creative Commons Attribution-ShareAlike 4.0 License. Selected authority identifiers and statements are retrieved from Wikidata under CC0; their references and qualifiers remain part of the verification path.