Skip to Main Content

Strategic Business Insights (SBI) logo


As a consumer group, Experiencers have high resources and a Self-Expression motivation.

The U.S. VALS Framework graphic

Members of this group typically:

  • Want everything
  • Are first in and first out of trend adoption
  • Go against the current mainstream
  • Are up on the latest fashions
  • Love physical activity (are sensation seeking)
  • See themselves as very sociable
  • Believe that friends are extremely important
  • Are spontaneous
  • Have a heightened sense of visual stimulation.

Source: Nationally representative samples of more than 50,000 US adults age 18 and older from VALS™/GfK MRI and SBI proprietary studies annually.