Sample Demographics and Behaviors

The table below shows characteristic VALS psychological descriptors as well as representative demographics and behaviors. Using a combination of psychology, demographics, and behaviors brings the VALS types to life improving marketers' ability to select the best targets, position their products and brand, and communicate effectively.

View larger

A simple example illustrates the applicability of VALS: Suppose that a food manufacturer wanted to select a consumer target for a new organic food product. To begin, the manufacturer reviews existing, nationally syndicated data (such as data above). The data indicate that Innovators lead the other types in purchasing food with labels natural or organic. Working with a VALS consultant, the manufacturer learns that Innovators are highly self-confident, curious, and interested in quality-of-life issues. Natural or organic food, still relatively rare in the United States, is attracting Innovators. They are a likely target choice.

Note that Achievers have demographics (median age and full-time work) similar to those of Innovators. Achievers, however, are much less likely to buy organic food than are Innovators. Why? VALS explains that achievement-motivated Achievers focus on goals, rewards, and tangible benefits. They do not tend to be early adopters of products or services that don't enable greater personal productivity. VALS recommends that the food manufacturer focus on consumers with an Innovator mindset, not consumers with similar demographics.