What is a VALS group?

The acronym VALS, (for “Values, Attitudes and Lifestyles”) is a psychographic segmentation. It was developed in 1970s and inaugurated in 1978 by Mitchell at SRI International. VALS™ places U.S. adult consumers into one of eight segments based on their responses to the VALS questionnaire.

What are the VALS categories?

The 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.

What are the 5 VALS?

VALS (“Values and Lifestyles”) is a proprietary research methodology used for psychographic market segmentation….Segments

  • Innovators.
  • Thinkers.
  • Believers.
  • Achievers.
  • Strivers.
  • Experiencers.
  • Makers.
  • Survivors.

What is VALS example?

Thinkers – A well educated professional is an excellent example of Thinkers in the vals framework. These are the people who have high resources and are motivated by their knowledge. These are the rational decision making consumers and are well informed about their surroundings.

What is a Quinceanera VALS?

Traditionally in Mexico, a young girl could not dance in public aside from school functions or family parties, and the waltz during the Quince party was seen as the first time she could publicly dance in front of her friends!

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.

How many VALS Lifestyles are there?

US Framework and VALS™ 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.

How do companies use VALS?

Use VALS™ for Business 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 8 VALS segments of American adult consumers?

VALS segments US adults into eight distinct types—or mindsets—using a specific set of psychological traits and key demographics that drive consumer behavior….The VALS Types:

  • Innovators.
  • Thinkers.
  • Believers.
  • Achievers.
  • Strivers.
  • Experiencers.
  • Makers.
  • Survivors.

How do marketers use VALS?

One method of using the VALS methodology to determine the direction a business should take is to survey your market and customers. If you can convince enough of your target market to complete a VALS survey, you can then use the data to determine how strong your customers lean toward their wants and spending behaviors.

How long does Quinceañera last?

A typical celebration may last up to 6 hours—from the beginning of the Mass to the end of the party—during which the guests can enjoy food, games, and dancing to contemporary music or a performance by a live band.

What are the Vals™ types?

The VALS™ Types: They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services. Image is important to Innovators, not as evidence of status or power but as an expression of their taste, independence,…

What is Vals research methodology?

(October 2008) 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 VALS 2 in marketing?

According to VALS 2, a consumer purchases certain products and services because the individual is a specific type of person. The purchase is believed to reflect a consumer’s lifestyle, which is a function of self–orientation and resources. In 1991, the name VALS2 was switched back to VALS, because of brand equity.

What are the benefits of Vals?

Using VALS provides clients with: A fresh perspective by effectively “putting them inside the head” of their customers Distinctive communication styles of their best targets. The concept of primary motivation explains consumer attitudes and anticipates behavior.