---What's your VALS profile?

The VALS (Values and Lifestyles) segmentation system is a psychographic approach to market segmentation. According to SRI, the creator of the system, "VALS categorizes U.S. adult consumers into mutually exclusive groups based on their psychology and several key demographics. VALS is unique because it highlights factors that motivate consumer buying behavior. Other segmentation systems, based solely on demographics or geographics, cannot do this because they do not look at the underlying psychological make-up of people." By learning more about VALS, you will gain a better understanding of how companies target adult American consumers in their marketing efforts, including product design and positioning, pricing and advertising.

The first step in becoming familiar with this system is to take the VALS survey, where you'll learn which of the nine groups describe you. Select "To the Survey" on the
Values and Lifestyles page.

After receiving your survey results identifying your primary and secondary VALS type, learn more about each of the nine groups—including your own—by proceeding to the VALS Segment Descriptions and Your VALS Type in Context.

When you're ready to quiz yourself, match each description on the left with one of the groups on the right. Just click on the box for each VALS group and type the number for the description fitting that group. After you've matched all the groups, click at the bottom of the VALS Group column on the "Answers to the VALS Quiz."
  Descriptions     VALS Group
(1) practical, self-sufficient, like to work with their hands, value things with a functional purpose such as tools and utility vehicles, tend to hunt and fish more than the general population.  
(2) conventional; politically conservative; social lives revolve around family, church and career; work provides status, material success and sense of duty; tend to own swimming pools.  
(3) young, enthusiastic, seek variety and excitement; into sports and social activities; spend money on fast food, clothes, movies, music; likely to have attended rock concert in past year.  
(4) money defines success; concerned about opinions of others; trying to find their place in life but may feel unsure of themselves; want to be stylish and own high-status possessions.  
(5) successful, affluent, active, high self-esteem, interested in expressing themselves in different ways; often leaders yet seek new challenges; tendency for foreign travel, dinner parties and the arts.  
(6) poor, elderly, low education, concerned about health, cautious; may feel resigned and passive about life; worried about security and safety; may not buy much but are loyal to their favorite brands.  
(7) conventional, conservative, predictable; strong, fixed beliefs and rules of conduct about church, family, community and nation; modest incomes and education but sufficient to meet their needs.  
(8) mature, reflective; well-educated, well-informed and value knowledge; professional occupations; while respecting order, also open to new ideas and change in society; want durability and functionality in what they buy.  


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