This seminar looked at why class, demographics, geo-demographics, and ethnicity tell us less about values and beliefs than we think; why our own values colour our outlook and often lead us to the wrong research conclusions; and why happiness for some is anxiety for others.

Nick Pecorelli is Associate Director of The Campaign Company. Nick has used Values Modes for projects covering cohesion, engagement, PVE, communication, services for older people, and change management. Nick previously worked as an NHS manager, set up an economic research consultancy, has been a speechwriter and policy formulator for leading politicians, and ran the research and campaigns functions of the Labour Party.

Pat Dade is Co-founder of Cultural Dynamics Strategy and Marketing Ltd. He is one of Britain's leading authorities on psychological research. He has worked extensively with FTSE 100 companies, voluntary sector organisations and the public sector, covering everything from environmental behaviour change campaigns to army recruitment.

The Young Foundation's lunchtime seminars are a small, eclectic and lively series of events which aim to inspire conversation and new ideas. They take place in the Michael Young Room of the Young Foundation offices in Bethnal Green.

Download the seminar slides

Listen to the audio recording

Access the Cultural Dynamics Values Modes questionnaire