Scarborough Research Clients
VALS™ is a marketing and consulting tool that helps businesses worldwide understand what motivates consumer behavior. VALS, together with Scarborough's local market research, helps media companies and local broadcasters identify, understand, and communicate effectively with their viewing audience and advertisers' customers. Scarborough provides companies with a wealth of data and information about their local markets. VALS explains why specific consumer groups have certain preferences for media content and viewing patterns. This information allows media companies to identify and attract the most valuable viewing audience and therefore draw the most profitable advertisers!
Tools
All-Purpose Tools / How to Use VALS™
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April 2016
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April 2016
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March 2016
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August 2014
Info Sheets
Other Publications
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November 2016
Defining Happiness to Build Brands: Personality
The fourth in a series examining definitions of happiness to build brands, this report explores how future happiness branding may profit from a differentiation of happiness definitions by different consumer groups who have different set points for happiness, but also experience happiness differently. -
September 2016
Defining Happiness to Build Brands: Happiness or Meaning?
The third in a series examining definitions of happiness to build brands, this report explores the shift in happiness for people who give time compared to people who give money. -
July 2016
Defining Happiness to Build Brands: Experiential versus Material Happiness
The second in a series examining definitions of happiness to build brands, this report explores the psychological costs of living in a materialistic society by framing consumption as a series of life experiences, rather than a series of acquisitions. -
May 2016
Defining Happiness to Build Brands: The Basics
This report is the first in a series examining definitions of happiness to inform brand managers about how to measure and define the concept flexibly over time. -
April 2016
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March 2016
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March 2016
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March 2015
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October 2014
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May 2014
The Psychology of "Somewhat": Challenges for the Interpretation of Survey Data
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February 2010