In this research I collaborated with Professor Emeritus Klaus Helkama (values, value change) and Docent Markku Verkasalo (statistical methods) from the University of Helsinki, and Professor Mika Pantzar (consumer trends) from the Centre for Consumer society Research of the University of Helsinki.
The core of the research data consists of my dissertation study (1995) that was the first to apply Schwartz’s value theory and the Schwartz Value Survey based on it to the analysis of national samples. After dissertation, I continued value research as an entrepreneur, and finally as an independent researcher. The 24 years long time series of Finnish values 1991–2015 is the longest in existence of SVS time series of national samples.
In order that the 1991–2015 time series of values wouldn’t fall short, and the first decade of the globalization of markets wouldn’t be left out from the perspective of value changes I developed value estimates for the ten SVS values from the 1981–95 data of TNS Gallup’s RISC Monitor attitude survey for the analysis of the changes of values in the 1980s.
The data of 1981–2015 studies represents the Finnish speaking population of Finland aged 15–75, consists of ten independent samples (1981, 1985, 1987, 1989, 1991, 1995, 1999, 2001, 2005 and 2015), and 15130 respondents. The same data studied the use and buying intentions of new technology, proenvironmental activity, media use and societal attitudes. This data has not previously been analyzed from these perspectives.
The data was supplemented with the PVQ data of the European Social Survey in two occasions. Firstly, when Finnish values are compared to the values of the other European countries. Secondly, in times that are not covered with the two other methods.
The latest fieldwork in 2015 extended the time series to 34 years, and concentrates to the analysis of the relationships between values, information and communication technology, media use, and pro-environmental actions.
Archiving of the data
Half of the data is my property (after my company Limor Oy ceased operations), and Kantar TNS Oy owns the other half. When the research is completed, my research data will be archived in the Finnish Social Science Data Archive. The research data owned by Kantar TNS Oy will be archived to the same place according to the international agreements with third parties.