What is VALS in consumer Behaviour?
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 II?
What is Values, Attitudes, And Lifestyles System (VALS-2)? VALS 2 is a segmentation method which slices the market (or potential customers) into 8 groups. VALS2 focuses on psychological parameters of a customer as compared to the AIO or activities, interest and opinions.
What are the 2 dimensions of Vals 2?
VALS™ places U.S. adult consumers into one of eight segments based on their responses to the VALS questionnaire. The main dimensions of the segmentation framework are primary motivation (the horizontal dimension) and resources (the vertical dimension).
What are the VALS types?
The current eight VALS types are: Innovators, Thinkers, Achievers, Experiencers, Believers, Strivers, Makers, and 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 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 Strivers. Your primary VALS type represents your dominant approach to life. The secondary type represents a particular emphasis on the dominant approach.
What is the VALS survey used for?
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 is VALS used in marketing?
What is the purpose of the VALS survey?
About the US VALS™ Survey
To find out about a person’s product ownership, media preferences, hobbies, additional demographics, or attitudes (for example, about global warming), the questions in the VALS survey integrate into larger questionnaires that ask about these topics.
What does VALS stand for?
1. VALS stands for Values, Attitudes and Lifestyles and it is a psychographic consumer segmentation system owned by Strategic Business Insights and based on the following eight consumer segments: innovators, thinkers, achievers, experiencers, believers, strivers, makers and survivors.
How might a company 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.