VALS Survey - Psychographic Segmentation

Marisa Lauri
Tue, Nov 24, 2020, 10:00 AM

Go to the website link below and take the VALS Survey.

1.      Which of the eight types represents your dominant approach to life based on your survey
responses (you may have a primary and secondary type)?

2.      Are you able to recognize yourself in the description – how well does it capture your
motivations?

3.      Look at the two links - Sample Demographics and Behaviors, and Sample
Characteristics – how well do you feel that you are represented in the categories and
descriptions provided?  Do you think this is a useful marketing tool - explain? 

(Keep in mind that this is an American model.)

    VALS™ | VALS™ Types | SBI (strategicbusinessinsights.com)

1.      )? - So for this part, I have to focus on 2 aspects that influence me more and have
to explain why I feel so!  JUST STATE THE OUTCOME OF YOUR SURVEY - WHICH
OF THE 8 SHOWED UP

2.      Are you able to recognize yourself in the description – how well does it capture
your motivations? - Description means the 8 types...I didn't understand this
part!!!  COMMENT ON THE DESCRIPTION OF THE OUTCOMES FOR YOU - HOW
GOOD IS THE MATCH

3.      Look at the two links - Sample Demographics and Behaviors, and Sample
Characteristics – how well do you feel that you are represented in the categories and
descriptions provided?  Do you think this is a useful marketing tool - explain? - Here I
believe I need to focus on assessing myself based on the criteria given on the left side
of the  'Sample demographic and behaviors'. Please correct me if I wrong mam.  LOOK
AT THE 2 LINKS - IS THERE A GOOD MATCH BETWEEN THE AGES ETC THAT
MAKE UP THE PROFILES - DO THEY MATCH, MAKING THIS A USEFUL TOOL?
REPLY: VALS is developed by a social scientist and consumer futurist Mr. Arnold Mitchell in
the 1960s. It is generally a marketing tool used to predict consumer behavior based on their
philosophical beliefs, mechanical and intellectual curiosity of an individual. VALS stands for
values and lifestyles, the eight types of VALS are Innovators, Thinkers, Believers,
Achievers, Strivers, Makers, and Survivors. 

The main dimensions of the VALS framework are consumer motivation and consumer
resources. Also, there are three primary consumer motivations, namely ideals,
achievement, and self-expression. After reviewing the 8 types of framework, I concluded
that my primary VALS type is mostly like Thinkers. And the secondary type consumer group
is likely to be Strivers.

While reviewing the description on primary segmentation, I understand that Thinkers are a

high-resource consumer group who is motivated by ideals. Such people are mature, well-
educated, and responsible professionals. They used to tend their leisure activities mostly at
home, but at the same time, they are well informed about the outside world and are open-
minded, welcomed to new ideas and social changes. They are rational decision-makers and
practical consumers. On the other side, my secondary consumer group is Strivers they are
a low-resources group that is motivated by achievements which matches my mindset. Style
is critical to them as they endeavor to copy individuals they appreciate. They have
fundamental values similar to achievers, however more or less monetary, social, and mental
assets.
 
How well the description of successful people complies with mine as still there are slight
differences. According to Ideal-Thinkers, they are very conservative, mature, and reflective
people are at the age of their 50-60's. Around 78 percent of the list is married people,
employed full time, and living with their parents. They also constitute 51 percent having a
full-time job, and they relax at home watching Amazon Prime videos. In my case, I used to
work hard whenever required and used to relax in calm and quiet surroundings watching
either Amazon Prime, Disney Hotstar, or any interesting movies.

In the next phase of achievement level, Strivers are fun-loving, up to date, and
overwhelmed people. Yes, of course, when compares with me I am also a fun-loving
person, tries to be up-to-date, and a bit overwhelmed on some occasions. Except for age
criteria, in both the group of consumer levels, I find it interesting. Somehow, the survey
designed by Mr. Arnold is way beyond our imagination and understanding of the minds of
the consumer behaviour. So, I have to agree that VALS is an excellent tool for carrying
survey on consumers. 
In the end process, after going through characteristics features, it is fascinating that the
majority of the things mentioned on Thinkers and Strivers are matching with my behavior.
This is my impression, and when it goes deeper, there might be some changes in comfort
level.
(Source: http://www.strategicbusinessinsights.com/vals/ustypes.shtml & Google)

Thanks,