Humans make every decision in their life using one set of guiding principles: their core values. This is a well-documented principle of behavioral science. So, PayPal partnered with Valuegraphics to identify the drivers behind the decisions that PayPal users and their competitors make, including their shopping preferences. Valuegraphic data* identifies which values a target audience has in common, so products and messages can be created to resonate deeply. 

 

Using project-specific information provided by PayPal, Valuegraphics profiled a statistically representative sample of online payment users. The following pages provide a top-line look at what was uncovered, and how PayPal can leverage the motivating values of these personas. Valuegraphic data can also spark further team discussions about other product specifics that will generate user interest. 

 

*The Valuegraphics Database is the first global inventory of core human values: a directory of how we make decisions. It was built by analyzing 750,000+ surveys in 152 languages across 180 countries. It is ±3.5% accurate with 95% confidence.