My VALS Types is:

 Primary Type: Innovators

 Secondary Type: Experiencers

Primary VALS type means that my personality is most like the Innovators consumer group. Secondary
type—the group I am next most like—is Experiencers.
Primary VALS type represents my dominant approach to life. The secondary type represents a particular
emphasis on the dominant approach.
Me as a consumer group, Innovators exhibit all three primary motivations in varying degrees.
Me as a member of this group typically:

 Always taking in information (antennas up)

 Confident enough to experiment
 Make the highest number of financial transactions
 Skeptical about advertising
 Have international exposure
 Future oriented
 Self-directed consumers
 Believe science and R&D are credible
 Most receptive to new ideas and technologies
 Enjoy the challenge of problem solving
 Have the widest variety of interests and activities.

Me as a consumer group, Experiencers have high resources and a Self-Expression motivation.

Me as a member of this group typically:

 Want everything
 Are first in and first out of trend adoption
 Go against the current mainstream
 Are up on the latest fashions
 Love physical activity (are sensation seeking)
 See themselves as very sociable
 Believe that friends are extremely important
 Are spontaneous
 Have a heightened sense of visual stimulation.
Nielsen Claritas’ PRIZM
PRIZM is another popular tool for lifestyle analysis that marketed by Nielsen Claritas. It stands for
Potential Ratings Index by ZIP Market. This demographic procedure combines data on consumer
expenditures and socioeconomic variables with geographic information. This actually helps identify
commonalities in consumption patterns of households in different regions. It based on the idea that people
who have similar backgrounds tend to live around each other and emulate each other’s behaviors and
lifestyles.
PRIZM combines demographic and behavioral information to better understand and target their
customers. This technique uses 66 different segments to distinguish consumers’ like, dislikes, lifestyle
and purchase behaviors. It basically provides a common language for marketing in this diverse country.

My type of PRIZM segmentation

- Young & Influential:
This segment is made up of young singles and couples who are very preoccupied with balancing work
and leisure pursuits. Many are influential in their communities, social networks, and are extremely tech
savvy.

- Urban Achievers:
Residents live in urban neighborhoods with established careers and college degrees. They are active
participants in their communities and strong supporters of their local professional sports teams.

VALS provided a better picture

of myself as an individual as it
is based on the premises
that consumers with similar
attitudes have similar consumer
behavior. After answering
the 40 questions about my
attitude towards risk, status and
other factors, the categories I
was put into is similar to how I
am in real life to an extent while
PRIZM uses the
assumption that similar
households tend to group
together naturally by geography
but
speaking individually, it was
not accurate for me specifically.
VALS provided a better picture
of myself as an individual as it
is based on the premises
that consumers with similar
attitudes have similar consumer
behavior. After answering
the 40 questions about my
attitude towards risk, status and
other factors, the categories I
was put into is similar to how I
am in real life to an extent while
PRIZM uses the
assumption that similar
households tend to group
together naturally by geography
but
speaking individually, it was
not accurate for me specifically.
My type of consumer
  20- 25 years old
 >15 000 gel household income
 Not married

Education

 Postgraduate

Employment

 Finance

Lifestyle preferences

 Country club sports, boating, exercise

 Drive luxury cars like BMW, Mercedes, etc
 Watch Golf/ Tennis/ Basketball
 Read The Economist, Forbes, The Banker, etc

VALS provided a better picture of myself as an individual as it based on the premises that consumers
with similar attitudes have similar consumer behavior.