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Free Stuff: Reports, Presentations, and White Papers

Periodically, the VALS™ team offers complimentary copies of reports, presentations, or white papers to the general public. We invite you to view or download any of the following materials that are of interest. Please keep in mind that these materials are for your information only, and that by viewing or downloading them, you agree to the following limited use terms:

  • You may not use any of these materials or include them—in whole or in part—within a larger document that you intend to publish until you have completed and submitted a VALS™ Reprint Permission Form and have received permission to do so.
  • You may not resell these materials in whole or in part to a third party.
  • All intellectual-property rights of materials that you view or download are owned by Strategic Business Insights.

Please contact us to discuss how to become a VALS client and apply these insights to your business.

Also see the VALS™ Lens newsletter for examples of current events from a VALS perspective.


  • Trend: Evening News Average Audience by VALS™[August 2015]

    View a trend of network evening news viewing by VALS.

  • Trend: The Rise and Fall of American Idol[July 2015]

    Trend of US adults who watch American Idol 3 or 4 times per month.

  • SBI Presentation at 2015 Frank Conference[April 2015]

    SBI's David Sleeth-Keppler recently presented findings about who Americans trust on the topic of climate change at the annual Frank Conference at the University of Florida.

  • Friend or Foe? Smartphones and Consumer Control[March 2015]

    Apps, accessories, devices, and business models that focus on deliberate disengagement from mobile devices would best aim at users who typically use these devices mindlessly.

  • Smartphone Personalities[October 2014]

    Recent warnings that widespread use of smartphones will put users on information overload, shorten attention spans, make young people socially inept at personal interactions, and degenerate memory further don't take into account the fact that not everyone uses smartphones in the same way or for the same activities.

  • The Psychology of "Somewhat": Challenges for the Interpretation of Survey Data[May 2014]

    Little emphasis is typically placed on the specific ways in which data analysis of seemingly straightforward survey questions can lead organizations to draw profoundly misleading conclusions.

  • Social-Media Use for Focus Groups[November 2012]

    Social-media focus groups are showing some promise for firms interested in gathering information from a limited base of potential customers that was previously difficult to reach. However, companies should distinguish carefully the roles people play in social-media venues and the roles they ultimately play as customers of the firm.

  • Trend of Small Business Owners[September 2012]

    This figure provides a longitudinal track of individuals who are self-employed.

  • Trend of Median Household Income[July 2012]

    This figure is a summary trend of median household incomes.

  • Garbage In, Garbage Out: Survey-Question Design[February 2010]

    Gathering valid survey data that can be acted upon with confidence requires a careful approach to survey question design. When companies field surveys without paying attention to survey questions, the most important ingredients to any marketing strategy may be suboptimal. Considering the kinds of effects and decisions about survey questions presented in this white paper can significantly increase the return on investment when conducting marketing research.

  • The Use of Focus Groups in Research[December 2008]

    This white paper points out several key considerations for companies conducting focus-group research and provides some words of caution. The paper also suggests ways in which companies can decide whether focus groups are appropriate for the research task at hand. The overall goal of this paper is to stimulate practitioners to become more selective in the use of the method.