Vals ™ pioneered the quest for greater consumer understanding arnold mitchell was a consumer futurist who wanted to explain the fragmentation of us society in the 1960s and the implications for the economy and society.
Vals segments us adults into eight distinct types—or mindsets—using a specific set of psychological traits and key demographics that drive consumer behavior the us framework, a graphic representation of vals, illustrates the eight types and two critical concepts for understanding consumers: primary motivation and resources.
The vals framework or the vals model discusses the values attitude lifestyle of people and how this effects the purchase of a product the article has the 9 different types of consumers based on their values attitudes and lifestyles.
Source: nationally representative samples of more than 50,000 us adults age 18 and older from vals™/gfk mri and sbi proprietary studies annually. Members of this group typically: are always taking in information (antennas up) are confident enough to experiment source: nationally representative samples of more than 50,000 us adults age 18 and older from vals™/gfk mri and sbi proprietary studies annually. Vals | the vals types advanced search • welcome to vals™ • the vals™ types • more about vals™ • program brochures • vals™ survey • survey help / vals™ faq • publications the vals™ segments vals™ places us adult consumers into one of eight segments based on their responses to the vals questionnaire.
Vals framework (values, attitudes and lifestyles) is a proprietary research methodology used for psychographic market segmentation market segmentation is. Vals framework and segments innovators thinkers believers achievers strivers experiencers makers survivors 6 innovators innovators are successful, sophisticated, take-charge people with high self-esteem.
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The vals framework has also been criticized as too culturally specific for international use vals framework and segment the following types correspond to vals segments of us adults based on two concepts for understanding consumers: primary motivation and resources innovators.