VALS ("Values, Attitudes and Lifestyles") is a proprietary research methodology used for psychographic market segmentation.

Market segmentation is designed to g uide companies in tailoring their products and services to appeal to the people most likely to purchase them. VALS was developed in 1978 by social scientist and consumer futurist Arnold Mitc hell and his colleagues at SRI International. It was immediately embraced by adv ertising agencies, and is currently offered as a product of SRI's consulting ser vices division. VALS draws heavily on the work of Harvard sociologist David Ries man and psychologist Abraham Maslow. [1] Mitchell used statistics to identify attitudinal and demographic questions that helped categorize adult American consumers into one of nine lifestyle types: sur vivors (4%), sustainers (7%), belongers (35%), emulators (9%), achievers (22%), I-am-me (5%), experiential (7%), societally conscious (9%), and integrated (2%). The questions were weighted using data developed from a sample of 1,635 America ns and their partners, who responded to an SRI International survey in 1980. [2] The main dimensions of the VALS framework are primary motivation (the horizontal dimension) and resources (the vertical dimension). The vertical dimension segme nts people based on the degree to which they are innovative and have resources s uch as income, education, self-confidence, intelligence, leadership skills, and energy. The horizontal dimension represents primary motivations and includes thr ee distinct types: Consumers driven by knowledge and principles are motivated primarily by ideals. These consumers include groups called Thinkers and Believers. Consumers driven by demonstrating success to their peers are motivated primarily by achievement. These consumers include groups referred to as Achievers and Str ivers. Consumers driven by a desire for social or physical activity, variety, and risk taking are motivated primarily by self-expression. These consumers include the g roups known as Experiencers and Makers.