Applications of VALS™
Targeting: Positioning
VALS™ consultants identify which market opportunities are strongest. Relating features and benefits to distinct segment needs clarifies strategies for targeting and expansion.
Applications:
- Competitive Analysis
- Brand Differentiation
- Target Selection
- Proprietary Research
- Linking of Data Sets
- Customer Retention
Representative Projects:
- A Japanese auto manufacturer repositioned its product line in the United States by using VALS to understand target consumer perceptions of its product mix better. The resulting advertising campaign, based on VALS, increased sales 60% in six months.
- A Minnesota medical center planned to offer a new line of service: cosmetic surgery. It used VALS™ Focus Groups to identify target consumers (people most interested in and able to afford the service). By understanding the underlying motivations of the target, the center and its ad agency were able to develop a compelling selling proposition. The resulting advertising was so successful that just a few weeks into the campaign, the center exceeded its scheduling capabilities.
- A leading U.S. bank used VALS™/MacroMonitor data from Consumer Financial Decisions to reposition several ubiquitous products in commodity categories. By understanding the emotional benefits sought by target consumers, the advertising agency was able to define unique selling propositions for each product that linked to the corporate branding strategy. The bank achieved about one-third of its customer-acquisition goal 12 weeks into the first campaign.
- One of the premier U.S. community real estate developers included VALS in a custom research survey of homeowners to increase the developer's understanding of which amenities would be most attractive to add to its communities. VALS enabled the developer to link its own research to nationally syndicated research from Mediamark Research & Intelligence, LLC (MRI) to identify a broad diversity of leisure preferences.
