Cultural Dynamics is a values-based segmentation model which is based on Maslow’s hierarchy of needs. It has been developed over 40 years and is extraordinarily robust with over one million participants to their annual survey across the globe – their latest update was completed in August 2022. We use the model to increase the added value of any research that we do as it gets to what lies behind behaviour using 10 simple questions that can be added to the survey. The questions allow us to really understand what is important to the different audiences and what they value. As a result, it will be possible to provide an even deeper understanding and context to survey participant answers once they are analysed through the Cultural Dynamics algorithm comprising a bank of several hundred questions.   

Aviatrix have been working with Pat Dade of Cultural Dynamics for over twenty years, using his model as part of any strategic research project. Their clients include brands from Coca Cola to BMW, most of the political parties and many leadership and education institutions. We have used Cultural Dynamics in all our strategic research projects including in the last 12 months our work with Paula Rosa Manhattan, P&O Ferries, Mooncup and St Austell Brewery.

The aim of the following brief is to develop an action plan for Aviatrix to target and influence businesses to use value-based segmentation models (and potentially) 

alongside video-based research to gain strategic insight that will increase their sales.

The objectives for the project are: 

• To develop an understanding of value-based segmentation models/cultural dynamics. In comparison to Aviatrix, we want to see how other companies may market or explain their usage of value-based segmentation models in their offering.
• To see if there is a market for value-based segmentation models within the market research realm and whether there is an existing term for it we are not aware of.
• To understand the perceived value clients experience from the value-based segmentation model and how this can be marketed by Aviatrix overall.
• To create an action plan for targeting and approaching travel, leisure and hospitality businesses to make use of value-based segmentation models as a valuable and original resource that can drive better insight than traditional research methodologies.  

Students will connect directly with the employer on a regular basis for mentorship and supervision throughout the project. Check ins will be at a time agreed by both sides at the beginning of the project.