VALS stands for Values and Lifestyles, and it is a psychographic segmentation tool that classifies individuals based on their attitudes, values, beliefs, and behavior patterns. Developed by SRI International, VALS is widely used in marketing and market research to understand consumer behavior and develop targeted marketing strategies.
The VALS framework categorizes individuals into different groups or segments based on their primary motivations and resources. The primary motivations are classified into three categories: ideals, achievement, and self-expression. Ideals are driven by knowledge and principles, achievement is driven by success and status, and self-expression is driven by social and physical activity.
VALS also takes into consideration an individual's resources, which include income, education, and self-identify. By combining these motivations and resources, VALS assigns individuals to one of eight VALS types, namely: innovators, thinkers, believers, achievers, strivers, experiencers, makers, and survivors.
The VALS system provides valuable insights into consumer behavior, enabling marketers to identify target audiences and tailor marketing messages accordingly. This segmentation approach allows companies to better engage with their customers by understanding their motivations, needs, and preferences. It can help businesses develop effective product positioning, pricing strategies, and promotional campaigns.
Overall, VALS is a powerful marketing tool that helps businesses optimize their marketing efforts by understanding and classifying consumers based on their values, motivations, and resources.
