Thank you for doing this exercice. This is really the core of any persuasion strategy and it is well worth spending some time investigating your target group on their values. If you don’t have the resources to engage in formal research, then you can at least investigate how your target group behaves on social media and analyse this to find out which values drives them. You can also seek out other organisations or commercial firms to see if they might be willing to share their own research with you. Remember that almost all parts of the population are target groups for commercial interests and that some research has surely been done by marketing companies.