Buzz-worthy speaker: David Allison, a
Vancouver-based luxury-brand strategist who
became frustrated by the demographic and
psychographic approach to marketing. Allison
launched The Valuegraphics Project, which
conducted 500,000 Myers-Briggs-type surveys
in 152 languages to create a database of shared
values which increases our understanding of our
target markets.
What to Expect: A revolutionary new way
to consider people and markets. "The data we
gathered showed us that demographics are
probably the worst way to understand what
people will do in any given situation. What
people care about, what they value is the best
way to understand what motivates people, and
we have statistical proof of that."
His mission: Utilizing custom data for each
audience. "We tell what the values of a group of
people are before you spend your money—so
you can stop guessing." Valuegraphics can be
accurate in 180 countries.
The Vibe: Allison has been described by the
president and CEO of Meyler Capital as "Freddie
Mercury, Winston Churchill, Tony Robbins and
Seth Godin twisted together."
Past gigs: MPI, IMEX, lululemon, PayPal and
businessinsider.com.
What's new: A book, The Death of
Demographics; Valuegraphic Marketing for a
Values-Driven World, plus a speaking option that
adds 10 micro-speed coaching workshops in
support of his keynote.
Keynote topics include: Diversity,
Equity, and Inclusion: Welcome to the Post-
Demographic World; Economic Recovery:
Marketing Maverick
by Allan Lynch
Speakeasy
G o o d t o K n o w
How to Thrive in the Post-Pandemic World;
Sustainability: Activate the People You Need to
Reach; New Luxury: Using Behavioral Science
to Activate Luxury Shoppers; Innovation and
Change Movement: Understanding What People
Care About Most.
valuegraphics.com; nsb.com
