VALS is one of the most popular commercially available classification systems based on psychographics measurements is SRI Consulting Business Intelligence’s VALS framework. The VALS (values and lifestyles) system classifies U.S. adults into eight primary groups based on demographics and attitudes ; it’s updated with new data from more than $80,000 surveys per year. VALS segments U.S. adults into eight distinct types—or mindsets—using a specific set of psychological traits and key demographics that drive consumer behavior. The U.S. Framework, a graphic representation of VALS, illustrates the eight types and two critical concepts for understanding consumers: primary motivation and resources. The combination of motivations and resources determines how a person will express himself or herself in the marketplace as a consumer. VALS assigns individuals a VALS type on the basis of their responses to questions in the VALS Survey. A VALS-typing population of interest, such as customers or constituents, is the first step in a VALS approach to achieving strategic marketing and communication goals. Using VALS provides clients with: A fresh perspective by effectively “putting them inside the head” of their customers. Rich, customized, consumer profiles or personas. Distinctive communication styles of their best targets. The VALS Types are defined as follow:
Innovators are successful, sophisticated, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and to new ideas and are techno savvy. Innovators are active consumers, and their purchases reflect a desired tastes for upscale, niche products and services.
Thinkers are mature, satisfied, comfortable, and intuitive people who value order and knowledge. They tend to be well educated and actively seek out information in the decision-making