VALS Survey

Thanks the Consumer Insight class, I have the chance to know this VALS survey.

• About the survey:

VALS™ is a marketing and consulting tool that helps businesses worldwide develop and execute more effective strategies. The system identifies current and future opportunities by segmenting the consumer marketplace on the basis of the personality traits that drive consumer behavior. VALS applies in all phases of the marketing process, from new-product development and entry-stage targeting to communications strategy and advertising.
It categorize consumers into eight segments-

• Innovators
• (Ideals)Thinkers/Believers
• (Achievements)Achievers/ Strivers
• (Self-Expression)Experiencers/ Makers
• Survivors

Marketers use them to know the characteristics of their target market, and hence to take appropriate action to catch their attention and to meet their needs.

• Go take the online free survey HERE

• My outcome:

Your primary VALS type is Striver, and your secondary type is Achiever.

The primary VALS type represents your dominant approach to life. The secondary classification represents a particular emphasis you give to your dominant approach.

• Strivers

Strivers are trendy and fun loving. Because they are motivated by achievement, Strivers are concerned about the opinions and approval of others. Money defines success for Strivers, who don't have enough of it to meet their desires. They favor stylish products that emulate the purchases of people with greater material wealth. Many see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead.

Strivers are active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy. As consumers, they are as impulsive as their financial circumstance will allow.

• Achievers

Motivated by the desire for achievement, Achievers have goal-oriented lifestyles and a deep commitment to career and family. Their social lives reflect this focus and are structured around family, their place of worship, and work. Achievers live conventional lives, are politically conservative, and respect authority and the status quo. They value consensus, predictability, and stability over risk, intimacy, and self-discovery.

With many wants and needs, Achievers are active in the consumer marketplace. Image is important to Achievers; they favor established, prestige products and services that demonstrate success to their peers. Because of their busy lives, they are often interested in a variety of time-saving devices.