Frequently Asked Questions
General
The Values Identifier is a data-driven assessment designed to help you uncover and understand your personal values, including what they mean specifically to you by offering personalized definitions. Drawing on the Valuegraphics global database, it uncovers your top values, explores how they shape your everyday life, and provides practical insights to help you make decisions with greater clarity and confidence.
You complete an online assessment, taking an average of 30 minutes, where you answer questions about what matters to you. Our secure AI technology analyzes your responses against the Valuegraphics Database, the world's largest global study of human values, to identify the values that most strongly influence your behavior and decisions. You’ll then receive a personalized report that pinpoints exactly what those values mean to you based specifically on your assessment answers.
The assessment takes approximately 30 minutes and must be completed in one sitting with a stable internet connection. It is self-paced, so you can take the time you need to answer thoughtfully. Please note that responses are not saved in a way that allows you to pause and come back to it later. This is because completing the assessment in the same mindset ensures the consistency and accuracy of your results.
You receive a Personal Values Identifier report delivered to your Personal Portal. It includes your top ten values with unique definitions, your wants, needs, and expectations tied to each value, potential blind spots, real-life insights to support decision-making, language to help you connect with others, and reflection prompts to help you take action. You'll also receive a supplementary Narrative Overview that gives you a snapshot of your values, along with a Personal Values Clusters Report that showcases how your values interact with each other.
The 56 Values constitute the full set identified through the Valuegraphics research framework. Your Personal Values Identifier report highlights the ten most central to you, but you can explore the complete list on our 56 Values resource page to see the full list of global human values.
Personal values tend to stay relatively stable over time, though how strongly they show up can shift depending on your circumstances (click to learn more). If your results don't feel right at first, we recommend spending more time with your personalized definitions, since some values are less obvious than others and often become clearer with reflection.
Yes. You can gift a Values Identifier report to someone else through our Gift a Report option.
Accuracy & the Valuegraphics Database
The Values Identifier is a highly accurate and reliable assessment tool, drawing on the robust Valuegraphics database, which has a 95 percent level of confidence and a plus or minus 3.5 percent margin of error. Rigorous research methodologies ensure the validity and reliability of the insights provided. This scientific tool, grounded in extensive sociological research, offers precise and meaningful insights into your values. It is important to understand that the accuracy of your Personal Values Identifier report relies heavily on genuine engagement with the assessment questions.
These figures describe the reliability of the underlying Valuegraphics Database itself, meaning how confidently the database's findings represent the global population it was drawn from. They are a measure of the research foundation your report is built on, not a percentage score of how accurate your own results are.
The Valuegraphics Database is the world’s largest global study of human values, built from more than a decade of research into what drives human behavior and decision-making. The research began in 2016 and has grown to include more than one million anonymous survey responses collected in 152 languages, representing 180 countries across nine global regions.
The database includes insights across 436 different metrics and provides the empirical research foundation behind all Values Identifier offerings. Rather than relying on assumptions about what motivates people, Values Identifier draws on this extensive global dataset to help people understand the values that shape how they live true to what matters most.No. Personality assessments typically describe traits or behavioral tendencies. Values Identifier identifies what matters most to you, the values that drive your decisions, priorities, and relationships. This is a different yet complementary lens. Personality tests tell you who you are. Values Identifier tells you why you do what you do.
Values Identifier is part of the "know thyself" trio of assessments. Personality assessments tell you who you are. Strength assessments tell you what you're naturally good at. Values Identifier uncovers your why: the deeper motivations driving your decisions.
Compared to other values clarification tools, such as sorting cards or values lists, Values Identifier stands out for its foundation in the Valuegraphics global database, the most comprehensive and statistically reliable database of human values. This ensures a nuanced and objective analysis of your values, so you can know, understand, and live what truly matters to you, not to others or social expectations.
Privacy, Pricing & Support
At Values Identifier, we believe that data privacy is paramount. The responses you provide during the assessment are used only to generate your personalized insights against the Valuegraphics Database. Your responses remain confidential, and your results are not incorporated into the database. Your values remain yours alone. Your data is not tracked, shared, or sold.
A Personal Values Identifier report is $59.99 USD, excluding applicable local taxes.
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Please refer to our Terms of Service for details on our refund policy.
Yes. Our Team Values Identifier is built specifically for organizations and teams. Visit our For Teams page to learn more.
Yes. Coaches can become Values Identifier Certified through our ICF-accredited Coach Certification program, which includes discounted report pricing and access to a dedicated Coach Portal. Visit our Coaching Certification page to learn more.
Coach Certification
Certification is for coaches who want to deepen their work through credible, data-backed values clarity. It is ideal for executive coaches, life coaches, leadership facilitators, and consultants who understand that values drive behavior alongside personality and talents. It's especially suited to coaches working with clients navigating transition, growth, or complex decisions, and who want a structured yet flexible framework grounded in global research.
No. While the Values Identifier Coach Certification is designed with practicing executive coaches, life coaches, leadership facilitators, and consultants in mind, you do not need an existing coaching credential to enroll.
The certification is designed for professionals who want to use values-based insights more intentionally in their work with clients. It gives you the knowledge, tools, and practical guidance to confidently use Values Identifier as part of your coaching or facilitation practice, whether you are an experienced coach or are expanding your professional toolkit with a values-based approach.To become a Values Identifier Certified Coach, you must complete our ICF-accredited certification course (worth five CCEUs). It is an online, self-paced course that takes an average of three hours to complete. It consists of five modules: an overview of the Values Identifier, understanding values the sociological way, values coaching with the Values Identifier, unpacking your clients' Values Identifier reports, and practical coaching strategies. To become certified, you complete each module and pass six multiple-choice assessments, five module-based and one overall.
Go here to create your Coach Portal account and begin the course.
Please refer to our Terms of Service for details on our refund policy.
Yes. It's fully self-paced and online, and each module includes reflection exercises you can revisit at any time after completing the course.
The course is intentionally structured to support learning rather than simply measure whether you got the “right” answer. If you answer a question incorrectly in a module assessment, you’ll be directed back to the relevant section of the module where you can review the material and find the correct answer.
We believe that assessing to learn is more important than assessing to grade. This iterative approach gives you the opportunity to reinforce your understanding as you move through the course, so you can build the confidence and clarity you need to use Values Identifier effectively with your clients.Certification is $750 USD. It renews annually at $150 USD per year.
Values Identifier Coach Certification is valid for one year. To maintain your certification and continued access to the benefits of being a Values Identifier Certified Coach, you’ll need to renew annually.
If you do not renew, your Coach Portal access will expire 30 days after your certification expiry date. At that point, you will no longer hold the Values Identifier Certified Coach credential and will lose access to the associated coach benefits, including coaching resources, discounted assessment access, and the Values Identifier coach community.
You can renew your certification through your Coach Portal to maintain your credential and uninterrupted access to these benefits.Yes. The Values Identifier Coach Certification Course is officially accredited by the International Coaching Federation (ICF). Coaches who complete the course earn 5 CCEU credits, made up of 3 Core Competency credits and 2 Resource Development credits.
Certified coaches receive specialized training and credibility with clients, plus exclusive benefits including $10 off every report, access to additional resources and training, coach community events, client management tools, and opportunities to help shape the future of the Values Identifier.
Your Values Identifier Coach Certification includes access to the Coach Portal, your central hub for using Values Identifier with your clients. It gives you seamless client management and assessment tracking, exclusive coaching tools and resources, and access to purchase reports at a discounted rate. Rather than simply giving you a certification, we want to equip you with an ongoing professional ecosystem that makes it easier to bring values clarity into your client work.
No. Anyone can purchase or gift a Personal Values Identifier report at the standard price. Certification is what unlocks discounted report pricing, the Coach Portal's client management tools, and the credibility of an ICF-accredited credential, so it's most valuable if you plan to use the Values Identifier regularly in your practice.
The Values Identifier Coach Certification and Team Values Identifier Facilitator Training are separate programs designed for different applications.
The Values Identifier Coach Certification focuses primarily on using Personal Values Identifier reports in one-on-one coaching. It gives coaches the knowledge and tools to use personal values insights to support deeper client conversations, reflection, and development.
The Team Values Identifier Facilitator Training is a separate, four-day virtual program designed to prepare Values Identifier Certified Coaches to deliver Team Values Identifier engagements with leaders and teams. The training covers the full team engagement process, including the initial assessment, leader pre-briefs, facilitated team workshops, leader debriefs, and pull-through sessions.
If you’re interested in expanding your practice to include team engagements, get in touch with our team to learn more about Team Values Identifier Facilitator Training and upcoming cohorts.
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