Why Your Audience Targeting Is Missing 90% of Buyers with David Allison of The Valuegraphics Research Company

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 Introduction 05:03 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 is eight times more effective. Resources Mentioned: The Valuegraphics Research Company | Website Thanks for listening to the “Data Gurus” podcast, brought to you by Infinity Squared. If you enjoyed this episode, please leave a 5-star review to help get the word out about the show, and be sure to

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Why Your Audience Targeting Is Missing 90% of Buyers with David Allison of The Valuegraphics Research Company is an episode from Data Gurus by Sima Vasa.

This episode is 37:23 long.

This episode was published on Sep 9, 2025.

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