What does VALS stand for?
What does VALS mean? This page is about the various possible meanings of the acronym, abbreviation or slang term: VALS.
Value Attitudes And Learned Suppositions
Values And Life Stories
Vermont Automated Libraries System
What does VALS mean?
- VALS is a proprietary research methodology used for psychographic market segmentation. Market segmentation is designed to guide companies in tailoring their products and services to appeal to the people most likely to purchase them. VALS was developed in 1978 by social scientist and consumer futurist Arnold Mitchell and his colleagues at SRI International. It was immediately embraced by advertising agencies, and is currently offered as a product of SRI's consulting services division. VALS draws heavily on the work of Harvard sociologist David Riesman and psychologist Abraham Maslow. Mitchell used statistics to identify attitudinal and demographic questions that helped categorize adult American consumers into one of nine lifestyle types: survivors, sustainers, belongers, emulators, achievers, I-am-me, experiential, societally conscious, and integrated. The questions were weighted using data developed from a sample of 1,635 Americans and their partners, who responded to an SRI International survey in 1980. The main dimensions of the VALS framework are primary motivation and resources. The vertical dimension segments people based on the degree to which they are innovative and have resources such as income, education, self-confidence, intelligence, leadership skills, and energy. The horizontal dimension represents primary motivations and includes three distinct types: