U.K.-VALS™

The United Kingdom VALS™ (U.K.-VALS™) system builds on the idea that businesses must understand change at many levels—from the quick birth of niche markets to the broad currents in society—and that the system must organize these levels in ways that are easy for marketers to understand and apply.

U.K.-VALS defines U.K. consumers in six core groups, differentiating responses to change and "mapping" areas of rapid change as well as those of stability. The groups capture the process of change and not merely change as an end in itself. Consequently, they are likely to remain constant over time. This stability provides a basis for anticipating and tracking the migration of trends, products, and changing consumer markets.

The U.K.-VALS system is a framework of six distinct groups of consumers. By design, it helps marketers make smarter choices for a range of objectives—for new product introduction and positioning, creative development and media selection, research analysis and screening, and strategic planning. The system is easily customizable to serve the particular needs of individual business units and their products.

To learn more about using U.K.-VALS for your business strategy and communication objectives, contact a member of the VALS team.