VALS SURVEY

Vals (Values and Lifestyles) is a psychometric test that allows recognizing attitudes in
people who present it. In this way you can know the range of behaviors such as brand
preferences, the adoption of new products, and leadership qualities through the various
questions or statements in the questionnaire. This can be used for the various marketing
strategies that can be carried out and for developing countrywide typologies such as US
VALS.
Vals was developed in 1978 and through statistics and attitudinal and demographic
questions, helped to categorize adult American consumers into one of nine lifestyle types:
survivors, sustainers, belongers, emulators, achievers, I-am-me, experiential, societally
conscious, and integrated.
The main dimensions of the VALS are resources, which encloses the vertical dimension,
and primary motivation, which encloses the horizontal dimension. The vertical dimension
segments people based on the degree to which they are innovative and have resources such
as education, self-confidence, income, intelligence, energy, and leadership skills. The
horizontal dimension represents primary motivations and includes; Consumers driven by
principles and knowledge, these people are motivated primarily by ideals (Thinkers and
Believers); Consumers driven by demonstrating success to their peers, they are motivated
by achievements (Achievers and Strivers); Consumers driven by a desire for physical or
social activity, risk and variety, they are motivated by self-expression (Experiencers and
Makers).

My result is like primary type: experiencer, that means that I have characteristics of
consumer with high-resource group and also that I am motivated by self-expression. The
experiencers are the youngest of all the segments, with a median age of 25. We have a lot
of energy, so we do physical exercise and social activities. We are supposed to be avid
consumers, spending heavily on clothing, fast-foods, music, and other youthful favorites,
with particular emphasis on new products and services, however I don't agree with this last
part.
As for the secondary type, I got striver, which is shocking with the first type since these
consumers are the low-resource group of those who are motivated by achievements and
also they have fewer economic, psychological and social resources. What it does look like
to the first guy is that Style is extremely important to me.
Reference:
https://en.wikipedia.org/wiki/VALS