Why it is important for marketers to know VALS™

Respond to your Discussion topics after you have completed your reading.

As one of the more popular tools in marketing research, surveys have become automated. These on-line surveys address various types of data needed by the marketer. There are simple survey tools that are free like Survey Monkey®, and the more professional use surveys. In this Discussion you will take one of the survey instruments that are free from a professional consumer research company, Strategic Business Insights (SBI). The survey instrument VALS™ uses psychological traits to predict consumer behavior.

Topic 1: VALS

VALS™ strengthens demographic characterizations by explaining the deeper psychological drivers of consumer behavior. Visit the VALS ™ web site, take the survey, and find out in which psychographic group you fall.

  • Would you have guessed that you would have been in this group?
  • How would you rate VALS ™ in terms of market segmentation?
  • Why it is important for marketers to know VALS™ ?
  • How and when should this information be used?

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