VALS Survey

According to Wikipedia “VALS is a proprietary research methodology used for psychographic market segmentation. Market segmentation is designed to guide companies in tailoring their products and services in order to appeal to the people most likely to purchase them”. There are different kinds of VAL’s categories that are used for Psychographic segmentation of market. Innovator, Thinkers, Believers, Achievers, Strivers, Experiencer, Makers and Survivors are the list under Val’s Survey. Innovator are those people who have a high income and high self-esteem. They look for the best quality of product. Thinkers are more motivated by their ideals. They knows what’s going in the world. They are matured enough to know what they are doing. Believers have modest income and also matured and educated. They tend to favor local product and established brand. Achievers are motivated by the achievement they would make. They are satisfied with their jobs and they work hard for the success. They like to show off their success with friends and relatives. Strivers are also same as achiever but they have few resources and less income and they strive to show off their success.
Experiencer have the median age about 25. These consumers are the high-resource group of those who are motivated by self-expression. They spend a lot in clothing, food and other activities. Makers appreciate practical and functional products and motivated by self-expression and they give importance to their family.

Survivors are those people who have less income and they are loyal with their brand and look for the cheaper products in order to fulfill their demand.
According to the recent survey that I did it says that I am an Innovators/Experiencer which is somehow correct. I don’t really look for a qualitative product because they are high-priced. I just want to fulfill my needs and desire. Image is important to Innovators, not as evidence of status or power but as an expression of their taste, independence, and personality. Innovators are among the established and emerging leaders in business and government, yet they continue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life, I believed I am under Experiencer. I am motivated by self-expression and I spend a lot of money travelling in different place. I love travelling different place. Experiencer people spend times in social activities, exercise, outdoor activities. They dream high and worked hard to fulfill their dream in near future. Spending time and money with friends in a vacation is one of the best things to do for me. Experiencers are motivated by self-expression. As young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities Experiencers follows the news and social media to be updated around the world. They use social sites like twitter, Facebook,


LinkedIn and some of them even use Blog to write the stuff. Since these group people do have a lot of responsibility towards the family. They have enough money to purchase the items that they want. They want to spend their time with friends rather than a family. These Group of people are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services. They love to overcome the challenge and show people that they have an ability to tackle with such challenge.

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Written by Buku