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Our American research on values, worldviews and lifestyles from 1986 to 1994 was focused on specific consumer groups, by region or by kind of market, or on specific constituencies, such as the environmental movement. The research reported here covers 22 years, in numerous studies on a wide variety of topics. Only in 1994 were we finally able to get funding for the first national baseline study, and then again in 1999 and in 2008.* In addition we have much qualitative data from focus groups and depth interviews that show a major values change in America.
