What is VALS in Marketing?

It stands for Values, Attitudes and Lifestyles. This type of consumer is more likely to buy a product if it has a higher perceived value. It is also known as the survivors, They are the least likely to adopt innovations. Even so, they tend to be brand loyal and are willing to try new things. This group has high spending power. Here are the different types of consumers and what they value.


VALS framework consists of a series of questions designed to help you identify your target market demographics. This research method helps companies segment markets based on psychographics. Each segment has its own values and behaviors that are reflected in the brand’s messaging. These values and lifestyles are used for psychographic segmentation.

VALS is the model that allows psychographic segmentation. It uses values, attitudes, and lifestyles to define what VALS means. It is a way to get a better understanding of future clients from a qualitative perspective, that is, by identifying their preferences.


How does VALS work?

The VALS framework consists of a series of questions that help define target audiences. These questions help to determine what motivates people and how they behave. Also, this methodology can help businesses to reach specific customer segments.


VALS Segmentation and Framework

There are eight segments defined in the VALS framework. These segments include the following: innovators, survivors, thinkers, achievers, Believers, Experiencers, Strivers, and Makers.


They are generally users with high purchasing power. They are motivated by their ideas. They tend to be mature, well-educated, and knowledgeable. Despite being conservative, Thinkers are open to new ideas and have the willingness to learn.



Innovators are people who love solving problems and being creative. They are motivated by achievement, ideals, and/or self-expression. Their resources are high, which allows them to experiment. Generally, innovators are successful in their pursuit of the good life.



This term generally refers to people who have faith and rely on it for inspiration or spirituality. They have a constant sense of stability and value, but their beliefs tend to be based on wrong or right. They want to live in friendly communities and follow the latest trends.



They are people who have the motivation and resources to achieve their goals. They are committed to their family and work, have a schedule, and can be very flexible. They value the potential for productivity through new technologies.



These are clients who have high-resource prospects and are known for being impulsive and visually savant.

Mostly they are young buyers who tend to spend a large part of their income on products and services that are important to them. They also tend to be the largest spenders on outdoor activities.



They are consumers who have limited resources, but they are motivated to achieve. They have temporary jobs and enjoy video games.

Their values are similar to those of achievers. But they are more social and more active. This makes them good word-of-mouth consumers. However, they are not as well educated as achievers.



This group includes those who don’t trust the government, enjoy outdoor activities, believe in gender roles, are attracted by material goods, and want to protect what they consider theirs.



This group is conservative and cautious people who like to save money, are strict about following routines, and enjoy watching television. They also like brands and products and like being alone. And they are very cautious and prone to high-risk behavior. These people don’t care about being traditional.


How do you use VALS in marketing?

The VALS model, which is used in digital marketing, is used to determine the preferences and habits of users, particularly in Social Networks. It allows us to identify who is following us, and what they are reading and helps us to decide the best way to reach our clients.


It Was Developed to Identify Customers

The VALS framework was developed by Arnold Mitchell, a professor at MIT, to define the different categories of consumers. He categorized consumers according to their primary motivation and capacity to accept innovation. 


In the first axis, the consumer’s primary motivation was to buy, while the second axis was their resources, such as income and education. The VALs category defines a consumer’s life characteristics and influences their behavior.


What Is the Goal of This Framework?

It is a system that allows consumers to be classified according to their values and attitudes. Marketers can adjust marketing messages to appeal to different segments if they understand their valence. This allows for more targeted advertising and can increase the chance of success. This approach can help a company build better relationships with its consumers.


VALS Framework was created to appeal to consumers and increase their acceptance of innovation.  The VALS model is a great way to target your marketing efforts. It has many advantages. Also, psychographic analysis can help you identify your target audience. It will also help you determine the best ways to reach them. With the VALS framework, you can create a unique profile for each consumer segment.


It was created with consumer resources and the ability to accept new ideas. Its horizontal dimension refers to consumers’ motivations. The vertical size, also known by the target audience or primary reason, makes it so. The VALS framework allows you to create personas for each consumer market segment. This will allow you to assess the strengths and weaknesses and create a custom campaign for each customer.


Consumers’ Lifestyle, Attitudes, and Values

The VALS framework categorizes consumers according to their lifestyles, attitudes, and values.  This tool allows you to personalize advertising based on your consumer’s attributes. It helps target audiences of different backgrounds and income levels. If you want to find the right audience, you must understand these differences. VALS can help you develop a successful marketing strategy. It’s an excellent way to differentiate from the competition.


Also as the primary motivation, it also includes the related resources. In other words, the resources represent the consumer’s ability to accept innovations. People with high-income levels spend a lot of money at restaurants and wear branded clothing. While people in the middle class are more careful with their money, they are more likely to save their funds. In this way, a successful marketing strategy is based on the vals of a consumer.


The VALS Framework Is a Powerful Tool in Marketing

Marketers can target the right consumers by categorizing clients based on values and lifestyles. VALS information is critical for understanding the behavior and developing a marketing strategy.   Yet, these tools are not the only way to find the right customers. They also need careful data collection and analysis. They are used in various industries and can help you make better marketing decisions.

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