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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”.

Explanation:

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