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As a consumer group, Thinkers have high resources and an Ideals motivation.

The U.S. VALS Framework graphic

Members of this group typically:

  • Have "ought" and "should" benchmarks for social conduct
  • Have a tendency toward analysis paralysis
  • Plan, research, and consider before they act
  • Enjoy a historical perspective
  • Are financially established
  • Are not influenced by what's hot
  • Use technology in functional ways
  • Prefer traditional intellectual pursuits
  • Buy proven products.

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