What does it analyze?


Basic human values ​​(Schwartz) are “Desirable goals of varying importance, transcending specific situations and serving as guiding principles in people’s lives.” People seek consistency between their beliefs and their actions, since actions consistent with values ​​are rewarding.

They are the factors that influence decision-making and are evaluated and quantified so that they can be ordered by their relative importance for the person analyzed.



The results of the analysis will allow to establish an order of priorities of the valued person. The ratings are presented in order of priority, from most relevant to least relevant to the person being rated:


Self-transcendence / Help others

They care about the welfare and interests of others.

It encompasses two basic values:

  1. Universalism, to seek understanding, appreciation, tolerance and protection of the well-being of all people and nature
  2. Benevolence, to seek the preservation and enhancement of the well-being of people with whom one is in frequent personal contact.


Conservation / Tradition

They emphasize self-restriction, order, and resistance to change.

It covers:

  1. Conformity, seeking the restriction of actions, inclinations and impulses that may annoy or harm others and violate social expectations or norms
  2. Tradition, seeking respect, commitment and acceptance of the customs and ideas that the traditional culture or religion provides for oneself
  3. Security, seeking security, harmony and stability in society, relationships and oneself.


Hedonism / Enjoying life

They seek pleasure, complacency and gratification for themselves. It is also related to personal improvement and openness to change.


Personal improvement / Succeed

Search for one’s own interests.

It covers:

  1. Power, to pursue social status and prestige, control or dominance over people and resources
  2. Achievement, to pursue personal success by demonstrating competence in accordance with social norms.


Openness to change / Emotion

They emphasize independent action, thought and feelings, as well as a predisposition for new experiences.

It includes:

  1. Stimulation, to pursue excitement, novelty, and challenges in life.
  2. Self-direction, to achieve independence in thought and action – to choose, create and explore.