The VALS (Values and Lifestyles)
segmentation system is a psychographic approach to market segmentation.
According to SRI, the creator of the system, "VALS categorizes U.S.
adult consumers into mutually exclusive groups based on their psychology
and several key demographics. VALS is unique because it highlights factors
that motivate consumer buying behavior. Other segmentation systems, based
solely on demographics or geographics, cannot do this because they do
not look at the underlying psychological make-up of people." By learning
more about VALS, you will gain a better understanding of how companies
target adult American consumers in their marketing efforts, including
product design and positioning, pricing and advertising.
The first step in becoming familiar with this system is to take the VALS
survey, where you'll learn which of the nine groups describe you. Select
"To the Survey" on the Values
and Lifestyles page.
After receiving your survey results identifying your primary and secondary
VALS type, learn more about each of the nine groups—including your
own—by proceeding to the VALS
Segment Descriptions and Your
VALS Type in Context.
When you're ready to quiz yourself, match each description on the left with
one of the groups on the right. Just click on the box for each VALS group
and type the number for the description fitting that group. After you've
matched all the groups, click at the bottom of the VALS Group column on
the "Answers to the VALS Quiz."
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Descriptions |
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VALS
Group |
| (1) |
practical,
self-sufficient, like to work with their hands, value things with a functional
purpose such as tools and utility vehicles, tend to hunt and fish more
than the general population. |
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|
Actualizers |
| (2) |
conventional;
politically conservative; social lives revolve around family, church and
career; work provides status, material success and sense of duty; tend
to own swimming pools. |
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|
Fulfilleds |
| (3) |
young,
enthusiastic, seek variety and excitement; into sports and social activities;
spend money on fast food, clothes, movies, music; likely to have attended
rock concert in past year. |
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|
Achievers |
| (4) |
money
defines success; concerned about opinions of others; trying to find their
place in life but may feel unsure of themselves; want to be stylish and
own high-status possessions. |
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|
Experiencers |
| (5) |
successful,
affluent, active, high self-esteem, interested in expressing themselves
in different ways; often leaders yet seek new challenges; tendency for
foreign travel, dinner parties and the arts. |
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|
Believers |
| (6) |
poor,
elderly, low education, concerned about health, cautious; may feel resigned
and passive about life; worried about security and safety; may not buy
much but are loyal to their favorite brands. |
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Strivers |
| (7) |
conventional,
conservative, predictable; strong, fixed beliefs and rules of conduct
about church, family, community and nation; modest incomes and education
but sufficient to meet their needs. |
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|
Makers |
| (8) |
mature,
reflective; well-educated, well-informed and value knowledge; professional
occupations; while respecting order, also open to new ideas and change
in society; want durability and functionality in what they buy. |
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Strugglers |
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