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International VALS™

VALS™ is a global segmentation methodology. The VALS global prototype shows basic contrasts—primary motivation—in each country. Strategic Business Insights builds systems for specific countries to accommodate cultural differences in the relationship between attitudes and behaviors as they exist. As a result, segment descriptions are country specific.

Clients use VALS most frequently for:

  • Strategic planning
  • Consumer insights
  • Communication.

On these pages, we invite you to learn more about VALS for use in China, the Dominican Republic, Japan, Nigeria, the United Kingdom, and Venezuela.

If you would like to use a VALS framework for a country other than the United States or to propose a plan for additional country developments, please contact the US VALS Team.