The Value&Values study

Value&Values is not only a study but a unique and proprietary barometer carried out by the iligo institute in partnership with FranceTV Publicité, JCDecaux, Les Echos, Le Parisien Médias and Radio France Publicité.

Created in 2013, this barometer studies the values of the French and the values that the French attribute to brands and the media. It has been used to define a proprietary indicator, the “Values GRP”, to design and measure the performance of advertisers’ media plans in relation to the values sought by a brand.

This study draws on the social psychology research of Shalom Schwartz and his theory of personal values, which sets out 19 fundamental values. These values have been refined to arrive at 21 values that can be universally shared by individuals and that define them, grouped into major families: humanistic, economic, moral, personality-related, responsible, environmental protection, citizenship and responsible consumption. For each value, respondents give themselves and a sector a score from 0 to 10, enabling us to reconstruct the hierarchy of values for each individual.

The 5th edition, released in 2022, tests 10 sectors (Automotive, Care-Hygiene, Leisure-Tourism-Restauration, Luxury, Food, Telecoms-Computing, Banking, Insurance, Food retail) with 20 brands assessed for each sector, increasing the number of brands included in the study by a factor of 4 (200 vs. 51 in 2019). 

A change in the scope of the study, allowing for a broader sectoral approach and more brands potentially analysed.

New research on media consumption habits:

More than 100 brands, activities and media families are being studied in several formats in order to optimise the value territory of brands by choosing the most appropriate spaces based on the values of the French and their media consumption. 

Alongside TV, radio and press, there are new digital brands (100% online media, social networks) and entertainment brands (SVOD, streaming and replay platforms, etc.). 

A robust methodology: 

While the first edition questioned 3,000 people representative of the French population, this 5th edition questioned 6,300 people in two cohorts, one of 3,000 and another of 3,300 individuals aged 18 to 64 representative of the French population.  The first “Brand & Values” cohort tested 200 brands in 10 sectors (automotive, luxury goods, banking, insurance, food, etc.) and the second “Values & Media” cohort tested 115 brands, activities or media families in 8 universes (TV, radio, Internet activities, Press News, PQR, magazine, entertainment media, digital and social networks).

Multiple operational possibilities:

An audit of the values of a sector and the champions of that sector, optimisation of the media strategy and media planning by bridging media and their key values, and finally the possibility of making the link with post-campaign measurements via the Drive to Values solution.

The study is available exclusively in our media planning tools. This enables us to offer our customers a Value&Values index.