VALS™ enables marketers to analyze why consumers make purchasing decisions. The market research analytics system is based on the premise that analyzing consumers based on demographics alone can obscure key differences among groups. Through measuring consumers buying decisions based on personality dimensions and demographics that motivate certain preferences and decisions, VALS™ enables marketers and media planning professionals to drill more deeply into consumer psyche.
The VALS™ system segments the consumer marketplace into eight distinct groups based on primary motivations and resources:
interested in current events; mature; open-minded; well-organized and deliberate; well-informed; satisfied; self-assured
goal-oriented; focused on family and career; competitive; avoid change; aware of social status; brand conscious; conservative
successful; skilled in leadership; seek challenges and control; wide range of interests; sophisticated; appreciate the finer things
adventurous; confident; impatient; rebellious; self-centered; spontaneous; non-conformist
brand loyal; prefer the established; focus on family and friends; religious; traditional; literal; respectful of rules
coping; fashion victims, seek recognition and acceptance; shop for deals; easily bored; often disillusioned
pro-American; prefer outdoor activities; handy; practical; self-sufficient; skeptical; uncomplicated
cautious; conservative; support organized religion; concerned about safety; concerned about health; aging
To take the VALS™ test and see what segment you fit in, click here.