Strategic Vision is a research-based consultancy with thirty-five years of experience in understanding the consumers ' and constituents ' decision-making systems for a variety of clients , including most automotive manufacturers , American Airlines and Procter & Gamble . Its unique expertise is in identifying consumers ' comprehensive motivational hierarchies , including the product attributes , personal benefits , value / emotions and images that drive perceptions and behaviors . J. Susan Johnson , CEO of Strategic Vision , coined the phrase " True Innovators " and we measure this construct in the detailed Total Value Index report . The ValueCenteredÃ ‚ Â ® psychology and research methods were defined by Dr. Darrel Edwards in 1968 , and enhanced by co-founders J. Susan Johnson ( 1972 ) and Sharon Shedroff ( 1975 ) .