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David Allison

David Allison

Global Values Leader, Human Behavior Expert, Founder of the Valuegraphics Project

After decades in marketing, David saw that demographics weren’t working. After all, nobody acts their age, gender roles are blurry.

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Bio

Full Bio

After decades in marketing, David Allison began to notice unexplainable things. Seniors had taken up scuba diving, and Generation Z was listening to Led Zeppelin. Men were using botox, and women were driving tanks. PhDs were reading comic books, and tech millionaires didn’t have a degree. People were behaving in unpredictable ways, and he decided to find out why.

David soon learned that the mysterious behaviors we see in the world around us were not so mysterious after all. Our values drive what we do — not our age, gender, or education. Demographic labels only tell us what people are on the outside, not who they are on the inside. And it’s what’s inside that counts.

So, David launched the Valuegraphics Project to create the first accurate inventory of core human values. And finally, after five years and 750,000 surveys in 152 languages, we have a complete global record of what we all value. And why people behave the way they do.

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Topics

Topics

CUSTOM KEYNOTE: THE SCIENCE OF MASS INFLUENCE – BREAKTHROUGH DATA TO MOTIVATE (WHOEVER YOU WANT TO REACH)

SIGNATURE KEYNOTE: BOGUS BOOMERS, MYTHICAL MILLENNIALS AND THE ILLUSION OF GEN Z – HOW TO DITCH DEMOGRAPHICS AND DISCOVER YOUR REAL AUDIENCE

THE FUTURE-PROOF VALUES THINKING WORKSHOP

Videos

Videos

Rigor & Reproducibility in Nutrition and Obesity Research David Allison
Rigor & Reproducibility in Nutrition and Obesity Research David Allison

Books

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Investcorp Strategic Capital Group

It was an absolute privilege to have Dr. Sanjay Gupta as our keynote speaker for the 2026 GME Leadership Conference. He delivered an outstanding address that resonated deeply and left a lasting impression on everyone in the room. The entire planning process was seamless and collaborative. It was a pleasure working together, brainstorming suggestions, and ultimately selecting the perfect fit for our event. We couldn’t have asked for a better experience.

HCA Healthcare

We had a fantastic day with Inge! She was very engaging with all those that attended. Her personal stories about the holocaust were very special and we were moved that she was willing to share them with everyone. Thank you again, PDA for all your hard work and dedication to make this program such a success!

Salt Lake Community College

It was a great pleasure to work with PDA Group! The communication was always prompt, friendly and helpful. We loved the speakers and events we booked through Mr. Peter Walker (PDA Group).

Western Michigan University

On behalf of myself and my organization Entertainment Unlimited the Campus Programming Board of Ferris State University, we thank you PDA and Dan for a successful event!! Dan was magnificent! Students really enjoyed the presentation. I know I did. Can’t wait to bring in more programs with PDA Group.

Ferris State University

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