According to Strategic Business Insights’ VALS test, I’m what’s known as an Achiever/Experiencer— Pretty accurate, I must say.
But first:
1. What’s VALS? VALS is marketing speak for “Values, Attitudes and Lifestyles.” Simply put, it’s a research methodology used for segmenting markets. And market segmentation is designed to help companies tailor their products and services to appeal to the people most likely to purchase them.
| The VALS Framework – Courtesy of http://www.strategicbusinessinsights.com/vals/ustypes.shtml |
2. What other types of segments are there?
- Innovators
- Thinkers
- Believers
- Achievers
- Strivers
- Experiencers
- Makers
- Survivors
Motivated by the desire for achievement, Achievers have goal-oriented lifestyles and a deep commitment to career and family. [Very true!] Their social lives reflect this focus and are structured around family, their place of worship, and work. [My social circle is really not that big and I like it that way. Though I’m now glad this isn’t just because I’m shy :).] Achievers live conventional lives, are politically conservative, and respect authority and the status quo. [Hm.. OK.. A few exceptions to note: 1- My life is pretty conventional but oddly enough, I both like routines and doing new things. 2- Though I consider myself politically conservative rather than liberal, there are a few things Conservatives believe that make me go, “Whoa, wait a minute there.” And 3- I do respect authority; I’m an only child after all, and I’ve been around mostly adults my whole life BUT I also think many things in the Status Quo need modification. Exhibit A: Women could be priests in the Catholic Church (not that I want to become one) and I don’t see why they currently can’t.] They value consensus, predictability, and stability over risk, intimacy, and self-discovery. [Yes, I do value all those things, though again, I always look forward to trying new things.]
With many wants and needs, Achievers are active in the consumer marketplace. Image is important to Achievers; they favor established, prestige products and services that demonstrate success to their peers. [In all honesty, everyone where I come from, i.e. Colombia, only trusts name-brand products, so I’m proud of this trend :).] Because of their busy lives, they are often interested in a variety of time-saving devices.
Experiencers are motivated by self-expression. Young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise [what a compliment ;)], sports, outdoor recreation, and social activities. [Wow, OK :) A few notes: Notice how this seems to contradict the whole spiel about consistency noted above. In other words, I strive with consistency BUT also “seek variety and excitement…” And interestingly enough, I do exercise daily BUT don’t really enjoy many other outdoor activities that Utah is famous for, or going to too many parties.]
Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing [I can tell you why, though, at least in my case: As someone who lives with her parents in order to be able to save a lot for when I do live on my own {smart, no?!}, I tend to take a greater portion of my income to savings and another to other fun things, like the occasional DVD, sun dress, or accessory.]. Their purchases reflect the emphasis that they place on looking good and having “cool” stuff. [Yeah, OK.]