About VALS™

Good marketing is inspired by good insights. Good insights about customers come from more than just product or service category or brand behavior—and from more than just demographics.

Every nation includes people who are more or less impulsive or more or less deliberate, preferring the familiar to the novel; the same is true for other characteristics such as adherence to traditional values, me-first, and reliance on self. These attitudes connect to a broad range of behaviors such as brand preferences, the adoption of new products, and leadership qualities.

VALS is a proprietary psychometric method that measures these and other predictive attitudes—in conjunction with behaviors and demographics—for developing countrywide typologies such as US VALS. The types within a country persist through decades, as work since the 1970s has verified.