[location-weather id="7878"]

The Values Project

Understanding the links between individuals’ values and their everyday behaviour

Understanding the links between individuals’ values and their everyday behaviour

The Values Project is a joint initiative between Pureprofile, The University of Western Australia and the Australian Research Council [ARC Linkage Project: LP150100434]. 

The data from our research positively impacts our understanding of each other as Australians, and as global citizens. It also makes a powerful contribution to the way brands communicate to consumers and the development and delivery of values-aligned products and services.

The Values Project report

The current report focuses on initial insights from the first year of a three-year longitudinal study of Australians’ values across the adult lifespan. Specifically, this report explores the nature of values – what Australians’ values are, and how they relate to the way in which people spend their time and money.

How we conducted the research

The surveys
Pureprofile members were recruited to join the three-year research study according to their age and gender. All respondents first completed the values measure, and were then invited to complete a series of short five-minute surveys.
The sample

This project was designed to gain insight into the stability and change in human values and their expression across the adult lifespan. For this purpose, we employed a cross-sequential sample design, based on 14 four-year age groups between 18 to 75 years from the Pureprofile Australian panel. We aimed to recruit 500 from each age group, with equal gender in each.

The analyses
The Values Project fielded a series of short 5-7 minute surveys over an eight week period. Individual’s responses to each survey were merged into a master dataset. In this process, we removed duplicate cases, where participants had submitted more than one response. We kept the first complete response and discarded any others.

The Values Project is a joint initiative between:

The University of Western Australia logo

The University of Western Australia

The global impact of our research and education places us as a world top 100 university (QS 2021). This means students join a community of passionate, intelligent and resourceful leaders who are driving innovation and change.

Pureprofile logo


We are a people-centred global data, insights and media organisation providing online research and digital advertising services for agencies, marketers, researchers and publishers. Our vision is to deliver more value from the world’s information.

Australian Government Department of Prime Minister and Cabinet logo

Australian Research Council

The ARC’s purpose is to grow knowledge and innovation for the benefit of the Australian community through funding the highest quality research, assessing the quality, engagement and impact of research and providing advice on research matters.


Unique technology platform

Pureprofile leverages its unique technology platform to create a deeply profiled, global consumer community and to facilitate a direct and genuine connection between individual consumers and brands.

This technology allows us to match respondents to relevant research opportunities in addition to personalised insights, product recommendations and content that aligns to their unique profile.

Explore next

Who we are top banner

More on who we are: we combine first-party data with cutting-edge technology to power businesses into the future

Insights Library hero

Insights Library: The latest insights from us

Take the Survey

Discover what factors influence your everyday choices and make those important decisions simpler.

Stay up to date with our latest news, insights and trends reports