  The ubiquity of mobile applications (apps) in daily life raises the
imperative that the apps should reflect users' values. However, users' values
are not usually taken into account in app development. Thus there is
significant potential for user dissatisfaction and negative socio-economic
consequences. To be cognizant of values in apps, the first step is to find out
what those values are, and that was the objective of this study conducted in
Bangladesh. Our focus was on rural women, specifically female farmers. The
basis for our study was Schwartz's universal human values theory, and we used
an associated survey instrument, the Portrait Values Questionnaire (PVQ). Our
survey of 193 Bangladeshi female farmers showed that Conformity and Security
were regarded as the most important values, while Power, Hedonism, and
Stimulation were the least important. This finding would be helpful for
developers to take into account when developing agriculture apps for this
market. In addition, the methodology we used provides a model to follow to
elicit the values of apps' users in other communities.
