What Is Vals

Good Essays
Topics: Motivation
What is VALS?

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:

VALS Types

* Innovators
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
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

You May Also Find These Documents Helpful

  • Good Essays

    vals

    • 546 Words
    • 2 Pages

    Media, Self, & the World April 29, 2014 VALS Survey After completing the VALS assessment, I’ve learned the primary VALS segment that I match is “Achiever”, which embodies my desire for achievement. This means I have a goal-oriented regime and profound commitment to my career and family. According to Strategic Business Insights, achievers are structured around family, their place of worship, and work and their social lives imitate this focus. Additionally, this dimension seeks predictability,…

    • 546 Words
    • 2 Pages
    Good Essays
  • Satisfactory Essays

    Vals

    • 265 Words
    • 2 Pages

    “VALS was based on social values, and at that time VALS was an acronym for Values and Lifestyles. However, currently, VALS is based on selected psychological traits and key demographics instead of values.” (VALS). My primary VALS type is Thinker, and secondary is Innovator; the primary type portrays our dominant approach to life while the secondary type represents a particular importance we give to our dominant approach. Thinkers are people that are mature, well educated and they usually research…

    • 265 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Vals Survey

    • 558 Words
    • 3 Pages

    1. After taking the VALS survey, I’ve learned the primary VALS segment that I match is ‘Experiencer’, which represents my dominant approach to life. This means I am motivated by self-expression. According to the site, experiencers quickly become enthusiastic about new possibilities but are equally quick to cool (Vals Survey). Experiencers tend to be young, enthusiastic, and impulsive consumers (Vals Survey). Additionally, this dimension seeks variety and excitement, savoring the new, the offbeat…

    • 558 Words
    • 3 Pages
    Good Essays
  • Better Essays

    Appliication of VALS

    • 6744 Words
    • 24 Pages

    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…

    • 6744 Words
    • 24 Pages
    Better Essays
  • Good Essays

    Vals Framework

    • 6307 Words
    • 26 Pages

    A Study of the Impact of Values and Lifestyles (VALS) on Brand Loyalty with Special Reference to English Newspapers* C.Anandan1, M.Prasanna Mohanraj 2 & S.Madhu3 Abstract Indian Newspaper Industry is witnessing high growth, despite the rise of the Internet and of telecommunications as viable sources of information. Earlier all the newspapers thought that the opportunity for them was within their own geographical area. But, in coming years publishers will be spending over Rs.1000 crores to invade…

    • 6307 Words
    • 26 Pages
    Good Essays
  • Satisfactory Essays

    Vals Analysis

    • 399 Words
    • 2 Pages

    The result shows that my primary VALS™ type is Innovator, and my secondary type is achiever. Although I do not see myself as a successful person, but this result could give me an insight that I have a potential to become a successful, sophistic, and high self-esteem leader. I agree that innovators are the most receptive to new ideas and technologies, because I am a very creative and innovative person. I like to enjoy variety excitements, to experience new things, and to seek challenges in my life…

    • 399 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    ms val

    • 691 Words
    • 3 Pages

    op pad na haar klasse, omgery. Afgesien van ander beserings, het sy ook ‘n fraktuur van haar pelvis opgedoen. Die skade was van so ‘n ernstige aard dat dit chirurgies herstel moes word. Vergelyk, in tabelvorm, die verskille tussen die “ware” en “vals” bekken met betrekking tot die anterior, posterior en laterale grense. A student was run over in traffic on her way to class. Apart from other injuries, she also sustained a fracture of her pelvis. The damage was so severe that surgical repair was…

    • 691 Words
    • 3 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Mistine Val

    • 278 Words
    • 2 Pages

    explanations of its mission and values as they determine the culture and the overall success of the company’s future (Lencioni, 2002). All employees of NBB are knowledgeable of the company’s values and beliefs and understand how they deliver the message of what the company stands for. By being environmentally responsible, NBB exhibits its dedication to honoring nature by reducing the carbon footprint by decreasing emission gases during the processing of beer. They are making efforts to decrease its use…

    • 278 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    things in life." Thinkers - These consumers are the high-resource group of those who are motivated by ideals. They are mature, responsible, well-educated professionals. Their leisure activities center on their homes, but they are well informed about what goes on in the world and are open to new ideas and social change. They have high incomes but are practical consumers and rational decision makers. Believers - These consumers are the low-resource group of those who are motivated by ideals. They are conservative and…

    • 425 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Fil Val

    • 1376 Words
    • 6 Pages

    Filipino Family Values Ads by Google Family Problems?www.usapangpamilya.com Find resources and help for Filipino families Famous Villa Manilawww.villamanila.com Great tasting Filipino food is waiting for you. Visit us today. Educational Technologywww.met.ubc.ca International Master's Program 100% Online - Apply Now All happy families resemble one another, but each unhappy family is unhappy in its own way. - Leo Tolstoy Values can be inculcated but are more enduring when caught. Values formation…

    • 1376 Words
    • 6 Pages
    Good Essays