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Appliication of VALS

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Topics: Advertising
• A major wireless-device manufacturer used VALS to explore new opportunities to create consumer value. VALS developed a process to evaluate future consumer demand across a diverse set of new opportunities. The client used the results of the process to select product-development projects and portfolio investments.
• A European luxury automobile manufacturer used VALS to identify online, mobile applications that would appeal to affluent, early-adopter consumers within the next five years. On the basis of the VALS Innovation Diffusion model, the manufacturer identified early-adopter groups; it explored their reactions to a variety of mobile services for use in automobiles. The VALS analysis enabled the company to prioritize applications for development and determine the best strategic alliances to pursue.
• An international consumer-electronics firm used VALS to anticipate consumer demand for a new consumer media product for delivery over the Internet. By using VALS™/MRI data, the company was able to customize the product feature set and delivery style to meet the needs of two consumer targets.
• A major telecommunications-product company used VALS to select an early-adopter target for a new telecommunications concept. VALS enabled the company to develop the product prototype and prioritize features and benefits, with a focus on the early-adopter target. The company used VALS to select the best name and logo, choose an overall positioning strategy, and set an initial price point.
Positioning
• A Japanese auto manufacturer repositioned its product line in the United States by using VALS to understand target consumer perceptions of its product mix better. The resulting advertising campaign, based on VALS, increased sales 60% in six months.
• A Minnesota medical center planned to offer a new line of service: cosmetic surgery. It used VALS™ Focus Groups to identify target consumers (people most interested in and able to afford the service). By understanding the underlying motivations of the target, the center and its ad agency were able to develop a compelling selling proposition. The resulting advertising was so successful that just a few weeks into the campaign, the center exceeded its scheduling capabilities.
• A leading U.S. bank used VALS™/MacroMonitor data from Consumer Financial Decisions to reposition several ubiquitous products in commodity categories. By understanding the emotional benefits sought by target consumers, the advertising agency was able to define unique selling propositions for each product that linked to the corporate branding strategy. The bank achieved about one-third of its customer-acquisition goal 12 weeks into the first campaign.
• One of the premier U.S. community real estate developers included VALS in a custom research survey of homeowners to increase the developer's understanding of which amenities would be most attractive to add to its communities. VALS enabled the developer to link its own research to nationally syndicated research from Mediamark Research & Intelligence, LLC (MRI) to identify a broad diversity of leisure preferences

Communication
• A large pension plan provider to the United States conducted a custom research survey of its participants, incorporating VALS to identify which of its participants it could service electronically. By understanding the motivations of these consumers, the provider was able to revise its Web site and communications to serve its participants' needs better.
• One of the largest U.S. financial institutions used VALS to create rich descriptive profiles of consumers and their needs based on VALS™/MacroMonitor and VALS™/MRI data to increase the efficiency and productivity of the institution's communications programs. The profiles enabled a consistent and shared vision of target consumers across all programs—one point of reference for the institution and its multiple advertising agencies.
• A prestigious international advertising agency used VALS to streamline channel planning and media placement for a national U.S. client. A more in-depth understanding of the client's target consumers through VALS™/MRI data also provided direction when assessing new and alternative media venues and new television programming and magazine titles for inclusion in media buys.
• An electric utility used VALS to increase participation in its energy-conservation program by developing a targeted direct mail campaign. Using VALS™/MRI data, the utility identified two distinctly different VALS segments as key targets. By developing unique strategies for each audience and identifying zip codes with high proportions of each target using GeoVALS™, the utility reported a 25% increase in participation

Geolocation
• A U.S. cruise ship company used VALS in a custom research survey to identify and understand consumers most interested in its specialized tours. By designing direct mail creative to appeal to targeted consumers and mailing to key zip codes, the cruise line increased reservations 400%.
• A leading U.S. bank used VALS to identify target consumers for a credit product using VALS™/MacroMonitor. To understand which alternative media channels would yield the greatest visibility for the advertising in a large metropolitan market, the bank reviewed VALS™/Scarborough data. It employed GeoVALS™ to link the target's behaviors and media preferences in the single market to size the maximum market potential.
• A large regional retailer used GeoVALS™ in combination with zip codes of its credit-card customers to understand the types of consumers who were trafficking each of its stores. It evaluated target consumer groups' buying behaviors by using VALS™/MRI data to suggest higher potential per store retail-floor allocations and merchandise mix.
• A branch of the U.S. military incorporated VALS into a custom research survey to identify the best target for a recruiting campaign. Once identified, GeoVALS™ served at the state level to locate recruiting centers in which the military should focus efforts. POLICY
• Using VALS in a custom research study, a municipal electric utility used VALS to segment residential customers, understand differences in attitudes toward energy use, and craft targeted communications for their energy-efficiency offers.
• VALS helped a State Department of Conservation increase residential recycling of bottles and cans through its custom research study. We surveyed residents to identify recycling attitudes and behaviors. Working with the department and its advertising/PR firm, we selected a target and developed communication themes. The agency designed a series of radio and print ads. The department piloted ads in a community with high target concentrations that it identified using GeoVALS™. Recycling increased 15% in three months.
• SBI conducted a campaign-development project for a nonprofit organization that was concerned that environmentalists "preach to the choir" but don't effectively communicate with "the rest of America." It identified underlying motivations of various pro and con environmental positions as well as relevant communication themes for specific consumer segments using a custom research survey. SBI conceptualized ideas for new environmental campaigns for targeted audiences.
• A nonprofit organization associated with the U.S. National Parks integrated the VALS questionnaire into an custom online survey of its donor base. Segmenting respondents by VALS enabled it to select the best target for future recruitment efforts. The improved target understanding informed strategic-planning decisions and led to a revision of donor materials.

• A major wireless-device manufacturer used VALS to explore new opportunities to create consumer value. VALS developed a process to evaluate future consumer demand across a diverse set of new opportunities. The client used the results of the process to select product-development projects and portfolio investments.
• A European luxury automobile manufacturer used VALS to identify online, mobile applications that would appeal to affluent, early-adopter consumers within the next five years. On the basis of the VALS Innovation Diffusion model, the manufacturer identified early-adopter groups; it explored their reactions to a variety of mobile services for use in automobiles. The VALS analysis enabled the company to prioritize applications for development and determine the best strategic alliances to pursue.
• An international consumer-electronics firm used VALS to anticipate consumer demand for a new consumer media product for delivery over the Internet. By using VALS™/MRI data, the company was able to customize the product feature set and delivery style to meet the needs of two consumer targets.
• A major telecommunications-product company used VALS to select an early-adopter target for a new telecommunications concept. VALS enabled the company to develop the product prototype and prioritize features and benefits, with a focus on the early-adopter target. The company used VALS to select the best name and logo, choose an overall positioning strategy, and set an initial price point.
Positioning
• A Japanese auto manufacturer repositioned its product line in the United States by using VALS to understand target consumer perceptions of its product mix better. The resulting advertising campaign, based on VALS, increased sales 60% in six months.
• A Minnesota medical center planned to offer a new line of service: cosmetic surgery. It used VALS™ Focus Groups to identify target consumers (people most interested in and able to afford the service). By understanding the underlying motivations of the target, the center and its ad agency were able to develop a compelling selling proposition. The resulting advertising was so successful that just a few weeks into the campaign, the center exceeded its scheduling capabilities.
• A leading U.S. bank used VALS™/MacroMonitor data from Consumer Financial Decisions to reposition several ubiquitous products in commodity categories. By understanding the emotional benefits sought by target consumers, the advertising agency was able to define unique selling propositions for each product that linked to the corporate branding strategy. The bank achieved about one-third of its customer-acquisition goal 12 weeks into the first campaign.
• One of the premier U.S. community real estate developers included VALS in a custom research survey of homeowners to increase the developer's understanding of which amenities would be most attractive to add to its communities. VALS enabled the developer to link its own research to nationally syndicated research from Mediamark Research & Intelligence, LLC (MRI) to identify a broad diversity of leisure preferences

Communication
• A large pension plan provider to the United States conducted a custom research survey of its participants, incorporating VALS to identify which of its participants it could service electronically. By understanding the motivations of these consumers, the provider was able to revise its Web site and communications to serve its participants' needs better.
• One of the largest U.S. financial institutions used VALS to create rich descriptive profiles of consumers and their needs based on VALS™/MacroMonitor and VALS™/MRI data to increase the efficiency and productivity of the institution's communications programs. The profiles enabled a consistent and shared vision of target consumers across all programs—one point of reference for the institution and its multiple advertising agencies.
• A prestigious international advertising agency used VALS to streamline channel planning and media placement for a national U.S. client. A more in-depth understanding of the client's target consumers through VALS™/MRI data also provided direction when assessing new and alternative media venues and new television programming and magazine titles for inclusion in media buys.
• An electric utility used VALS to increase participation in its energy-conservation program by developing a targeted direct mail campaign. Using VALS™/MRI data, the utility identified two distinctly different VALS segments as key targets. By developing unique strategies for each audience and identifying zip codes with high proportions of each target using GeoVALS™, the utility reported a 25% increase in participation

Geolocation
• A U.S. cruise ship company used VALS in a custom research survey to identify and understand consumers most interested in its specialized tours. By designing direct mail creative to appeal to targeted consumers and mailing to key zip codes, the cruise line increased reservations 400%.
• A leading U.S. bank used VALS to identify target consumers for a credit product using VALS™/MacroMonitor. To understand which alternative media channels would yield the greatest visibility for the advertising in a large metropolitan market, the bank reviewed VALS™/Scarborough data. It employed GeoVALS™ to link the target's behaviors and media preferences in the single market to size the maximum market potential.
• A large regional retailer used GeoVALS™ in combination with zip codes of its credit-card customers to understand the types of consumers who were trafficking each of its stores. It evaluated target consumer groups' buying behaviors by using VALS™/MRI data to suggest higher potential per store retail-floor allocations and merchandise mix.
• A branch of the U.S. military incorporated VALS into a custom research survey to identify the best target for a recruiting campaign. Once identified, GeoVALS™ served at the state level to locate recruiting centers in which the military should focus efforts. POLICY
• Using VALS in a custom research study, a municipal electric utility used VALS to segment residential customers, understand differences in attitudes toward energy use, and craft targeted communications for their energy-efficiency offers.
• VALS helped a State Department of Conservation increase residential recycling of bottles and cans through its custom research study. We surveyed residents to identify recycling attitudes and behaviors. Working with the department and its advertising/PR firm, we selected a target and developed communication themes. The agency designed a series of radio and print ads. The department piloted ads in a community with high target concentrations that it identified using GeoVALS™. Recycling increased 15% in three months.
• SBI conducted a campaign-development project for a nonprofit organization that was concerned that environmentalists "preach to the choir" but don't effectively communicate with "the rest of America." It identified underlying motivations of various pro and con environmental positions as well as relevant communication themes for specific consumer segments using a custom research survey. SBI conceptualized ideas for new environmental campaigns for targeted audiences.
• A nonprofit organization associated with the U.S. National Parks integrated the VALS questionnaire into an custom online survey of its donor base. Segmenting respondents by VALS enabled it to select the best target for future recruitment efforts. The improved target understanding informed strategic-planning decisions and led to a revision of donor materials.

• A major wireless-device manufacturer used VALS to explore new opportunities to create consumer value. VALS developed a process to evaluate future consumer demand across a diverse set of new opportunities. The client used the results of the process to select product-development projects and portfolio investments.
• A European luxury automobile manufacturer used VALS to identify online, mobile applications that would appeal to affluent, early-adopter consumers within the next five years. On the basis of the VALS Innovation Diffusion model, the manufacturer identified early-adopter groups; it explored their reactions to a variety of mobile services for use in automobiles. The VALS analysis enabled the company to prioritize applications for development and determine the best strategic alliances to pursue.
• An international consumer-electronics firm used VALS to anticipate consumer demand for a new consumer media product for delivery over the Internet. By using VALS™/MRI data, the company was able to customize the product feature set and delivery style to meet the needs of two consumer targets.
• A major telecommunications-product company used VALS to select an early-adopter target for a new telecommunications concept. VALS enabled the company to develop the product prototype and prioritize features and benefits, with a focus on the early-adopter target. The company used VALS to select the best name and logo, choose an overall positioning strategy, and set an initial price point.
Positioning
• A Japanese auto manufacturer repositioned its product line in the United States by using VALS to understand target consumer perceptions of its product mix better. The resulting advertising campaign, based on VALS, increased sales 60% in six months.
• A Minnesota medical center planned to offer a new line of service: cosmetic surgery. It used VALS™ Focus Groups to identify target consumers (people most interested in and able to afford the service). By understanding the underlying motivations of the target, the center and its ad agency were able to develop a compelling selling proposition. The resulting advertising was so successful that just a few weeks into the campaign, the center exceeded its scheduling capabilities.
• A leading U.S. bank used VALS™/MacroMonitor data from Consumer Financial Decisions to reposition several ubiquitous products in commodity categories. By understanding the emotional benefits sought by target consumers, the advertising agency was able to define unique selling propositions for each product that linked to the corporate branding strategy. The bank achieved about one-third of its customer-acquisition goal 12 weeks into the first campaign.
• One of the premier U.S. community real estate developers included VALS in a custom research survey of homeowners to increase the developer's understanding of which amenities would be most attractive to add to its communities. VALS enabled the developer to link its own research to nationally syndicated research from Mediamark Research & Intelligence, LLC (MRI) to identify a broad diversity of leisure preferences

Communication
• A large pension plan provider to the United States conducted a custom research survey of its participants, incorporating VALS to identify which of its participants it could service electronically. By understanding the motivations of these consumers, the provider was able to revise its Web site and communications to serve its participants' needs better.
• One of the largest U.S. financial institutions used VALS to create rich descriptive profiles of consumers and their needs based on VALS™/MacroMonitor and VALS™/MRI data to increase the efficiency and productivity of the institution's communications programs. The profiles enabled a consistent and shared vision of target consumers across all programs—one point of reference for the institution and its multiple advertising agencies.
• A prestigious international advertising agency used VALS to streamline channel planning and media placement for a national U.S. client. A more in-depth understanding of the client's target consumers through VALS™/MRI data also provided direction when assessing new and alternative media venues and new television programming and magazine titles for inclusion in media buys.
• An electric utility used VALS to increase participation in its energy-conservation program by developing a targeted direct mail campaign. Using VALS™/MRI data, the utility identified two distinctly different VALS segments as key targets. By developing unique strategies for each audience and identifying zip codes with high proportions of each target using GeoVALS™, the utility reported a 25% increase in participation

Geolocation
• A U.S. cruise ship company used VALS in a custom research survey to identify and understand consumers most interested in its specialized tours. By designing direct mail creative to appeal to targeted consumers and mailing to key zip codes, the cruise line increased reservations 400%.
• A leading U.S. bank used VALS to identify target consumers for a credit product using VALS™/MacroMonitor. To understand which alternative media channels would yield the greatest visibility for the advertising in a large metropolitan market, the bank reviewed VALS™/Scarborough data. It employed GeoVALS™ to link the target's behaviors and media preferences in the single market to size the maximum market potential.
• A large regional retailer used GeoVALS™ in combination with zip codes of its credit-card customers to understand the types of consumers who were trafficking each of its stores. It evaluated target consumer groups' buying behaviors by using VALS™/MRI data to suggest higher potential per store retail-floor allocations and merchandise mix.
• A branch of the U.S. military incorporated VALS into a custom research survey to identify the best target for a recruiting campaign. Once identified, GeoVALS™ served at the state level to locate recruiting centers in which the military should focus efforts. POLICY
• Using VALS in a custom research study, a municipal electric utility used VALS to segment residential customers, understand differences in attitudes toward energy use, and craft targeted communications for their energy-efficiency offers.
• VALS helped a State Department of Conservation increase residential recycling of bottles and cans through its custom research study. We surveyed residents to identify recycling attitudes and behaviors. Working with the department and its advertising/PR firm, we selected a target and developed communication themes. The agency designed a series of radio and print ads. The department piloted ads in a community with high target concentrations that it identified using GeoVALS™. Recycling increased 15% in three months.
• SBI conducted a campaign-development project for a nonprofit organization that was concerned that environmentalists "preach to the choir" but don't effectively communicate with "the rest of America." It identified underlying motivations of various pro and con environmental positions as well as relevant communication themes for specific consumer segments using a custom research survey. SBI conceptualized ideas for new environmental campaigns for targeted audiences.
• A nonprofit organization associated with the U.S. National Parks integrated the VALS questionnaire into an custom online survey of its donor base. Segmenting respondents by VALS enabled it to select the best target for future recruitment efforts. The improved target understanding informed strategic-planning decisions and led to a revision of donor materials.
• A major wireless-device manufacturer used VALS to explore new opportunities to create consumer value. VALS developed a process to evaluate future consumer demand across a diverse set of new opportunities. The client used the results of the process to select product-development projects and portfolio investments.
• A European luxury automobile manufacturer used VALS to identify online, mobile applications that would appeal to affluent, early-adopter consumers within the next five years. On the basis of the VALS Innovation Diffusion model, the manufacturer identified early-adopter groups; it explored their reactions to a variety of mobile services for use in automobiles. The VALS analysis enabled the company to prioritize applications for development and determine the best strategic alliances to pursue.
• An international consumer-electronics firm used VALS to anticipate consumer demand for a new consumer media product for delivery over the Internet. By using VALS™/MRI data, the company was able to customize the product feature set and delivery style to meet the needs of two consumer targets.
• A major telecommunications-product company used VALS to select an early-adopter target for a new telecommunications concept. VALS enabled the company to develop the product prototype and prioritize features and benefits, with a focus on the early-adopter target. The company used VALS to select the best name and logo, choose an overall positioning strategy, and set an initial price point.
Positioning
• A Japanese auto manufacturer repositioned its product line in the United States by using VALS to understand target consumer perceptions of its product mix better. The resulting advertising campaign, based on VALS, increased sales 60% in six months.
• A Minnesota medical center planned to offer a new line of service: cosmetic surgery. It used VALS™ Focus Groups to identify target consumers (people most interested in and able to afford the service). By understanding the underlying motivations of the target, the center and its ad agency were able to develop a compelling selling proposition. The resulting advertising was so successful that just a few weeks into the campaign, the center exceeded its scheduling capabilities.
• A leading U.S. bank used VALS™/MacroMonitor data from Consumer Financial Decisions to reposition several ubiquitous products in commodity categories. By understanding the emotional benefits sought by target consumers, the advertising agency was able to define unique selling propositions for each product that linked to the corporate branding strategy. The bank achieved about one-third of its customer-acquisition goal 12 weeks into the first campaign.
• One of the premier U.S. community real estate developers included VALS in a custom research survey of homeowners to increase the developer's understanding of which amenities would be most attractive to add to its communities. VALS enabled the developer to link its own research to nationally syndicated research from Mediamark Research & Intelligence, LLC (MRI) to identify a broad diversity of leisure preferences

Communication
• A large pension plan provider to the United States conducted a custom research survey of its participants, incorporating VALS to identify which of its participants it could service electronically. By understanding the motivations of these consumers, the provider was able to revise its Web site and communications to serve its participants' needs better.
• One of the largest U.S. financial institutions used VALS to create rich descriptive profiles of consumers and their needs based on VALS™/MacroMonitor and VALS™/MRI data to increase the efficiency and productivity of the institution's communications programs. The profiles enabled a consistent and shared vision of target consumers across all programs—one point of reference for the institution and its multiple advertising agencies.
• A prestigious international advertising agency used VALS to streamline channel planning and media placement for a national U.S. client. A more in-depth understanding of the client's target consumers through VALS™/MRI data also provided direction when assessing new and alternative media venues and new television programming and magazine titles for inclusion in media buys.
• An electric utility used VALS to increase participation in its energy-conservation program by developing a targeted direct mail campaign. Using VALS™/MRI data, the utility identified two distinctly different VALS segments as key targets. By developing unique strategies for each audience and identifying zip codes with high proportions of each target using GeoVALS™, the utility reported a 25% increase in participation

Geolocation
• A U.S. cruise ship company used VALS in a custom research survey to identify and understand consumers most interested in its specialized tours. By designing direct mail creative to appeal to targeted consumers and mailing to key zip codes, the cruise line increased reservations 400%.
• A leading U.S. bank used VALS to identify target consumers for a credit product using VALS™/MacroMonitor. To understand which alternative media channels would yield the greatest visibility for the advertising in a large metropolitan market, the bank reviewed VALS™/Scarborough data. It employed GeoVALS™ to link the target's behaviors and media preferences in the single market to size the maximum market potential.
• A large regional retailer used GeoVALS™ in combination with zip codes of its credit-card customers to understand the types of consumers who were trafficking each of its stores. It evaluated target consumer groups' buying behaviors by using VALS™/MRI data to suggest higher potential per store retail-floor allocations and merchandise mix.
• A branch of the U.S. military incorporated VALS into a custom research survey to identify the best target for a recruiting campaign. Once identified, GeoVALS™ served at the state level to locate recruiting centers in which the military should focus efforts. POLICY
• Using VALS in a custom research study, a municipal electric utility used VALS to segment residential customers, understand differences in attitudes toward energy use, and craft targeted communications for their energy-efficiency offers.
• VALS helped a State Department of Conservation increase residential recycling of bottles and cans through its custom research study. We surveyed residents to identify recycling attitudes and behaviors. Working with the department and its advertising/PR firm, we selected a target and developed communication themes. The agency designed a series of radio and print ads. The department piloted ads in a community with high target concentrations that it identified using GeoVALS™. Recycling increased 15% in three months.
• SBI conducted a campaign-development project for a nonprofit organization that was concerned that environmentalists "preach to the choir" but don't effectively communicate with "the rest of America." It identified underlying motivations of various pro and con environmental positions as well as relevant communication themes for specific consumer segments using a custom research survey. SBI conceptualized ideas for new environmental campaigns for targeted audiences.
• A nonprofit organization associated with the U.S. National Parks integrated the VALS questionnaire into an custom online survey of its donor base. Segmenting respondents by VALS enabled it to select the best target for future recruitment efforts. The improved target understanding informed strategic-planning decisions and led to a revision of donor materials.

• A major wireless-device manufacturer used VALS to explore new opportunities to create consumer value. VALS developed a process to evaluate future consumer demand across a diverse set of new opportunities. The client used the results of the process to select product-development projects and portfolio investments.
• A European luxury automobile manufacturer used VALS to identify online, mobile applications that would appeal to affluent, early-adopter consumers within the next five years. On the basis of the VALS Innovation Diffusion model, the manufacturer identified early-adopter groups; it explored their reactions to a variety of mobile services for use in automobiles. The VALS analysis enabled the company to prioritize applications for development and determine the best strategic alliances to pursue.
• An international consumer-electronics firm used VALS to anticipate consumer demand for a new consumer media product for delivery over the Internet. By using VALS™/MRI data, the company was able to customize the product feature set and delivery style to meet the needs of two consumer targets.
• A major telecommunications-product company used VALS to select an early-adopter target for a new telecommunications concept. VALS enabled the company to develop the product prototype and prioritize features and benefits, with a focus on the early-adopter target. The company used VALS to select the best name and logo, choose an overall positioning strategy, and set an initial price point.
Positioning
• A Japanese auto manufacturer repositioned its product line in the United States by using VALS to understand target consumer perceptions of its product mix better. The resulting advertising campaign, based on VALS, increased sales 60% in six months.
• A Minnesota medical center planned to offer a new line of service: cosmetic surgery. It used VALS™ Focus Groups to identify target consumers (people most interested in and able to afford the service). By understanding the underlying motivations of the target, the center and its ad agency were able to develop a compelling selling proposition. The resulting advertising was so successful that just a few weeks into the campaign, the center exceeded its scheduling capabilities.
• A leading U.S. bank used VALS™/MacroMonitor data from Consumer Financial Decisions to reposition several ubiquitous products in commodity categories. By understanding the emotional benefits sought by target consumers, the advertising agency was able to define unique selling propositions for each product that linked to the corporate branding strategy. The bank achieved about one-third of its customer-acquisition goal 12 weeks into the first campaign.
• One of the premier U.S. community real estate developers included VALS in a custom research survey of homeowners to increase the developer's understanding of which amenities would be most attractive to add to its communities. VALS enabled the developer to link its own research to nationally syndicated research from Mediamark Research & Intelligence, LLC (MRI) to identify a broad diversity of leisure preferences

Communication
• A large pension plan provider to the United States conducted a custom research survey of its participants, incorporating VALS to identify which of its participants it could service electronically. By understanding the motivations of these consumers, the provider was able to revise its Web site and communications to serve its participants' needs better.
• One of the largest U.S. financial institutions used VALS to create rich descriptive profiles of consumers and their needs based on VALS™/MacroMonitor and VALS™/MRI data to increase the efficiency and productivity of the institution's communications programs. The profiles enabled a consistent and shared vision of target consumers across all programs—one point of reference for the institution and its multiple advertising agencies.
• A prestigious international advertising agency used VALS to streamline channel planning and media placement for a national U.S. client. A more in-depth understanding of the client's target consumers through VALS™/MRI data also provided direction when assessing new and alternative media venues and new television programming and magazine titles for inclusion in media buys.
• An electric utility used VALS to increase participation in its energy-conservation program by developing a targeted direct mail campaign. Using VALS™/MRI data, the utility identified two distinctly different VALS segments as key targets. By developing unique strategies for each audience and identifying zip codes with high proportions of each target using GeoVALS™, the utility reported a 25% increase in participation

Geolocation
• A U.S. cruise ship company used VALS in a custom research survey to identify and understand consumers most interested in its specialized tours. By designing direct mail creative to appeal to targeted consumers and mailing to key zip codes, the cruise line increased reservations 400%.
• A leading U.S. bank used VALS to identify target consumers for a credit product using VALS™/MacroMonitor. To understand which alternative media channels would yield the greatest visibility for the advertising in a large metropolitan market, the bank reviewed VALS™/Scarborough data. It employed GeoVALS™ to link the target's behaviors and media preferences in the single market to size the maximum market potential.
• A large regional retailer used GeoVALS™ in combination with zip codes of its credit-card customers to understand the types of consumers who were trafficking each of its stores. It evaluated target consumer groups' buying behaviors by using VALS™/MRI data to suggest higher potential per store retail-floor allocations and merchandise mix.
• A branch of the U.S. military incorporated VALS into a custom research survey to identify the best target for a recruiting campaign. Once identified, GeoVALS™ served at the state level to locate recruiting centers in which the military should focus efforts. POLICY
• Using VALS in a custom research study, a municipal electric utility used VALS to segment residential customers, understand differences in attitudes toward energy use, and craft targeted communications for their energy-efficiency offers.
• VALS helped a State Department of Conservation increase residential recycling of bottles and cans through its custom research study. We surveyed residents to identify recycling attitudes and behaviors. Working with the department and its advertising/PR firm, we selected a target and developed communication themes. The agency designed a series of radio and print ads. The department piloted ads in a community with high target concentrations that it identified using GeoVALS™. Recycling increased 15% in three months.
• SBI conducted a campaign-development project for a nonprofit organization that was concerned that environmentalists "preach to the choir" but don't effectively communicate with "the rest of America." It identified underlying motivations of various pro and con environmental positions as well as relevant communication themes for specific consumer segments using a custom research survey. SBI conceptualized ideas for new environmental campaigns for targeted audiences.
• A nonprofit organization associated with the U.S. National Parks integrated the VALS questionnaire into an custom online survey of its donor base. Segmenting respondents by VALS enabled it to select the best target for future recruitment efforts. The improved target understanding informed strategic-planning decisions and led to a revision of donor materials.

• A major wireless-device manufacturer used VALS to explore new opportunities to create consumer value. VALS developed a process to evaluate future consumer demand across a diverse set of new opportunities. The client used the results of the process to select product-development projects and portfolio investments.
• A European luxury automobile manufacturer used VALS to identify online, mobile applications that would appeal to affluent, early-adopter consumers within the next five years. On the basis of the VALS Innovation Diffusion model, the manufacturer identified early-adopter groups; it explored their reactions to a variety of mobile services for use in automobiles. The VALS analysis enabled the company to prioritize applications for development and determine the best strategic alliances to pursue.
• An international consumer-electronics firm used VALS to anticipate consumer demand for a new consumer media product for delivery over the Internet. By using VALS™/MRI data, the company was able to customize the product feature set and delivery style to meet the needs of two consumer targets.
• A major telecommunications-product company used VALS to select an early-adopter target for a new telecommunications concept. VALS enabled the company to develop the product prototype and prioritize features and benefits, with a focus on the early-adopter target. The company used VALS to select the best name and logo, choose an overall positioning strategy, and set an initial price point.
Positioning
• A Japanese auto manufacturer repositioned its product line in the United States by using VALS to understand target consumer perceptions of its product mix better. The resulting advertising campaign, based on VALS, increased sales 60% in six months.
• A Minnesota medical center planned to offer a new line of service: cosmetic surgery. It used VALS™ Focus Groups to identify target consumers (people most interested in and able to afford the service). By understanding the underlying motivations of the target, the center and its ad agency were able to develop a compelling selling proposition. The resulting advertising was so successful that just a few weeks into the campaign, the center exceeded its scheduling capabilities.
• A leading U.S. bank used VALS™/MacroMonitor data from Consumer Financial Decisions to reposition several ubiquitous products in commodity categories. By understanding the emotional benefits sought by target consumers, the advertising agency was able to define unique selling propositions for each product that linked to the corporate branding strategy. The bank achieved about one-third of its customer-acquisition goal 12 weeks into the first campaign.
• One of the premier U.S. community real estate developers included VALS in a custom research survey of homeowners to increase the developer's understanding of which amenities would be most attractive to add to its communities. VALS enabled the developer to link its own research to nationally syndicated research from Mediamark Research & Intelligence, LLC (MRI) to identify a broad diversity of leisure preferences

Communication
• A large pension plan provider to the United States conducted a custom research survey of its participants, incorporating VALS to identify which of its participants it could service electronically. By understanding the motivations of these consumers, the provider was able to revise its Web site and communications to serve its participants' needs better.
• One of the largest U.S. financial institutions used VALS to create rich descriptive profiles of consumers and their needs based on VALS™/MacroMonitor and VALS™/MRI data to increase the efficiency and productivity of the institution's communications programs. The profiles enabled a consistent and shared vision of target consumers across all programs—one point of reference for the institution and its multiple advertising agencies.
• A prestigious international advertising agency used VALS to streamline channel planning and media placement for a national U.S. client. A more in-depth understanding of the client's target consumers through VALS™/MRI data also provided direction when assessing new and alternative media venues and new television programming and magazine titles for inclusion in media buys.
• An electric utility used VALS to increase participation in its energy-conservation program by developing a targeted direct mail campaign. Using VALS™/MRI data, the utility identified two distinctly different VALS segments as key targets. By developing unique strategies for each audience and identifying zip codes with high proportions of each target using GeoVALS™, the utility reported a 25% increase in participation

Geolocation
• A U.S. cruise ship company used VALS in a custom research survey to identify and understand consumers most interested in its specialized tours. By designing direct mail creative to appeal to targeted consumers and mailing to key zip codes, the cruise line increased reservations 400%.
• A leading U.S. bank used VALS to identify target consumers for a credit product using VALS™/MacroMonitor. To understand which alternative media channels would yield the greatest visibility for the advertising in a large metropolitan market, the bank reviewed VALS™/Scarborough data. It employed GeoVALS™ to link the target's behaviors and media preferences in the single market to size the maximum market potential.
• A large regional retailer used GeoVALS™ in combination with zip codes of its credit-card customers to understand the types of consumers who were trafficking each of its stores. It evaluated target consumer groups' buying behaviors by using VALS™/MRI data to suggest higher potential per store retail-floor allocations and merchandise mix.
• A branch of the U.S. military incorporated VALS into a custom research survey to identify the best target for a recruiting campaign. Once identified, GeoVALS™ served at the state level to locate recruiting centers in which the military should focus efforts. POLICY
• Using VALS in a custom research study, a municipal electric utility used VALS to segment residential customers, understand differences in attitudes toward energy use, and craft targeted communications for their energy-efficiency offers.
• VALS helped a State Department of Conservation increase residential recycling of bottles and cans through its custom research study. We surveyed residents to identify recycling attitudes and behaviors. Working with the department and its advertising/PR firm, we selected a target and developed communication themes. The agency designed a series of radio and print ads. The department piloted ads in a community with high target concentrations that it identified using GeoVALS™. Recycling increased 15% in three months.
• SBI conducted a campaign-development project for a nonprofit organization that was concerned that environmentalists "preach to the choir" but don't effectively communicate with "the rest of America." It identified underlying motivations of various pro and con environmental positions as well as relevant communication themes for specific consumer segments using a custom research survey. SBI conceptualized ideas for new environmental campaigns for targeted audiences.
• A nonprofit organization associated with the U.S. National Parks integrated the VALS questionnaire into an custom online survey of its donor base. Segmenting respondents by VALS enabled it to select the best target for future recruitment efforts. The improved target understanding informed strategic-planning decisions and led to a revision of donor materials.

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