Values are the things that are important to us. They are deeply held principles that guide our choices and influence our decisions.

We use the Schwartz framework, a globally-validated model that measures a set of universal values that act as “guiding principles for one’s life”.

Short descriptions of the values can be in the report but for a more comprehensive explanation, view below.

Looking for change


Independent thought and action--choosing, creating, exploring. Freedom to cultivate one’s own ideas and abilities.

Exciting new experiences

Excitement, novelty, change and challenge in life.

Fun or pleasure

Pleasure and sensuous gratification for oneself.

Looking for rules

Respected public image

Security and power through maintaining one’s public image and avoiding humiliation. Values concept of "saving face". Respect, commitment, and acceptance of the customs and ideas.

Safety or security

Safety in one’s immediate environment as well as safety and stability in the wider society. 

Following rules or crowd

Compliance with rules, laws, and formal obligations. Restraint of actions, inclinations, and impulses likely to upset or harm others and violate social expectations or norms.

Looking for self


Personal success through demonstrating competence according to social standards.

Power or control

Social status and prestige. Power through exercising control over people as well as material and social resources.

Looking out for others


Recognising one’s insignificance in the larger scheme of things. Humble and prudent in celebration of personal success.


Preserving and enhancing the welfare of those with whom one is in frequent personal contact. Being a reliable and trustworthy member of the ingroup. Devotion to the welfare of ingroup members.

Fairness or equality

Understanding, appreciation, tolerance, and protection for the welfare of all people and for nature. Commitment to equality, justice, and protection for all people. Acceptance and understanding of those who are different from oneself.

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