Consumers are constrained in their full expression of self through behavior and purchase. So VALS also measures a person’s ability to express himself or herself in the marketplace . VALSTM identifies the psychological motivations that predict consumer differences.
What does VALS measure?
VALS (“Values and Lifestyles”) is a proprietary research methodology used for psychographic market segmentation . Market segmentation is designed to guide companies in tailoring their products and services in order to appeal to the people most likely to purchase them.
What is the purpose of the VALS survey?
About the US VALSTM Survey
The purpose of the US VALSTM survey is to identify the VALS type of the person taking the survey . That’s it.
What is VALS used for in marketing?
VALS is a marketing tool used to predict consumer behavior based on their philosophical beliefs, mechanical and intellectual curiosity , among other things. VALS stands for ‘Values and Lifestyles and is a series of questions to help define target audiences.
What Are VALS types?
- Innovators are successful, sophisticated, take-charge people with high self-esteem. ...
- Thinkers are motivated by ideals. ...
- Survivors live narrowly focused lives. ...
- Believers are motivated by ideals. ...
- Achievers are motivated by the desire for achievement. ...
- Strivers are trendy and fun loving.
Who invented VALS?
Arnold Mitchell was a consumer futurist who wanted to explain the fragmentation of U.S. society in the 1960s and the implications for the economy and society. His work led to the development of the original VALSTM system as a model to explain various attitudes toward society and institutions.
What is your primary VALS?
Your primary VALS type means that you are most like the Experiencers consumer group . Your secondary type—the group you are next most like—is Innovators. Your primary VALS type represents your dominant approach to life. The secondary type represents a particular emphasis on the dominant approach.
What is a psychographic description?
Psychographics is the study of consumers based on their activities, interests, and opinions (AIOs) . ... In contrast, a psychographic profile contains information around a person’s interests, hobbies, emotional triggers, and lifestyle choices, among other data.
How can businesses use the VALS survey?
Use VALS for: Strategic planning —such as ideation, targeting, and concept testing. Positioning—such as competitive analysis, brand differentiation, and customer retention. Communications—such as selling proposition, brand personality, creative development, and media selection.
What are the four categories of consumer products?
From a marketing standpoint, consumer goods can be grouped into four categories: convenience, shopping, specialty, and unsought goods . These categories are based on consumer buying patterns.
How many VALS Lifestyles are there?
US Framework and VALSTM Types. VALS segments US adults into eight distinct types —or mindsets—using a specific set of psychological traits and key demographics that drive consumer behavior.
What is a psychographic in marketing?
Psychographics are the attitudes, interests, personality, values, opinions, and lifestyle of your target market . Psychographics are incredibly valuable for marketing, but they also have use cases in opinion research, prediction, and broader social research.
What is the difference between demographics and VALS?
Demographics are the quantifiable statistics of any particular population . Psychographics are the study of values, personality, lifestyle, opinions and interests of people of a certain community. Demographics are quantitative.
Why was Vals 2 important?
VALS 2 is a segmentation method which slices the market (or potential customers) into 8 groups. ... This is done to tap customers based on their attitudes and values. This was created after Values and Lifestyle (VALS) Research , which is one of the ways of doing psychographic segmentation.
Who are actualizers in VALS framework?
Actualizers: Actualizers are successful, sophisticated, active, take charge of people with high self esteem and abundant resources .
What are segmentation methods?
Simply put, segmentation is the clustering of customers (or prospects) into like groups . Some might think of segmentation as a recent development, but it was actually introduced in 1933. ... Today, marketing teams have the ability to divide a client base into many micro-segments, based on a variety of data elements.
