DYG SCAN has successfully tracked social change in the USA since 1987. In Australia, Quantum Market Research is the sole licensee of the DYG methodology and have been using it to track social valuas via AustraliaSCAN™ since 1992.

All in all approximately 8000 data points are recorded for each individual.

The SCAN methodology for measuring social values is based on the philosophy that the values of a society can be measured on a continuum, with the ends defined by 'polar opposite' positions.

For example:
The Nature of the Family

Classic New Forms

If all individuals in a society unanimously supported the notion of family as only being based on monogamous heterosexual marriage with children in the household, then all measurements would be to the left of the scale.

The reality is that society is never uniform and the individuals who comprise that society hold a diversity of views. So rather than represent the mood of society by a single mean point on the continuum, SCAN methodology measures the proportion of people who strongly support each pole.

Values in AustraliaSCAN are therefore represented by two polar values, which adds a great deal of sensitivity to the measurement.