Values Center

Richard B. Wirthlin Center for Applied Values Research

Heart + Mind’s  Center for Applied-Values Research is dedicated to applying the most advanced theories and tools to create successful values-based campaigns. The Center honors Dr. Richard B. Wirthlin—a pioneer in applied values-based research, Ronald Reagan’s pollster, and the first researcher to be recognized as Ad Man of the Year. We build on this heritage by continually developing our applications and thinking.

The Center for Applied Values Research is the vehicle by which we deepen our knowledge and expand our application of how values research can help our clients succeed.

The Center's 4 Pillars


Knowledgeable and experienced consultants


Trained interviewers


Values research software support system


Continual improvement