VALS ("Values, Attitudes and Lifestyles")

VALS is a proprietary research methodology used for psychographic market segmentation. It is a consulting and consumer research service. VALS consulting provides clients with tailored marketing strategies for targeting, positioning, and communication. 

As stated in VALS website http://www.strategicbusinessinsights.com/vals/ :

“Understanding customers is critical to marketing. VALS™ strengthens demographic characterizations by explaining the deeper psychological drivers of consumer behavior.”

VALS provide a Survey called The VALS™ Survey

The purpose is to to identify the VALS (Values, Attitudes, and Lifestyle) type of the person taking the survey. No answers are right or wrong, just select the answers that best describe you. Then the result will automatically be come out that displays your VALS type-the type that you are most like and the type that you are second-most like. 

VALS Framework

There are 8 VALS Type: 

• Innovator
• Thinkers
• Believers
• Achievers
• Strivers
• Experiencers
• Makers
• Survivors

I have taken the survey, and the result of my VALS type is shown as below:

Experiencer/Striver 

§  Your primary VALS™ type is Experiencer, and your secondary type is Striver.

§  The primary VALS type represents your dominant approach to life. The secondary classification represents a particular emphasis you give to your dominant approach.

The purpose of VALS Survey is not only to identify the type of a person, but also it can helps us to find out about a person's product ownership, media preferences, hobbies, additional demographics, or attitudes. 

So, if you wanna find out about which VALS type best describe you, then you can go to this link below and then click "submit"

http://www.strategicbusinessinsights.com/vals/surveynew.shtml