There are many classifications of the target audience, and it is best to select them individually for each specific situation. VALS is a system developed in 1978 by SRI International. A person’s way of life reflects his or her world view, it depends on principles and inner beliefs. The name of the methodology comes from the acronym “Value and Life style”.


The system contains descriptions of eight different types of people. These types were based on three different types of motivation:

Motivation based on a person’s pursuit of the ideal. Selection is based on available knowledge and perceptions.

Motivation based on an individual’s quest for achievement: Such a consumer will first pay attention to goods and services that emphasize their status within their social group (attributes may vary greatly from group to group).

Motivation based on a person’s desire to express themselves: people with this motivation are interested in products that emphasize their individuality. Uniqueness, special personal qualities.

In order to determine the prevailing motivation, in addition to socio-demographic characteristics of the person, the following character traits are studied: energy, vanity, self-confidence, desire for innovation, intelligence, conservatism, impulsivity and leadership traits.

Characteristics of segments. VALS identifies 8 customer segments:

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