VALS survey

In class this past week we talked about the VALS survery, which stands for Values and Life Survey. The survey is a personality test that is used to understand the changing habits and lifestyles of consumers. It is used in the field of marketing and consulting as a tool that helps marketers worldwide to develop and execute more effective marketing strategies.

The survey segments consumers in the marketplace based on personality traits and defines these segments on the basis of those traits that affect consumer behavior in the marketplace. Consumers who take the survery are put into 1 of 8 segments based on the responses they provide. The two main dimensions of it are primary motivation and resources. The eight segments are : thinkers, believers, achievers, strivers, experiencers, makers, innovators and survivors.

I think it is fun and interesting how they go about categorizing you according to your consumer behavior patterns. I visited the site and complete the survey myself here . I was labeled as a "Striver/Experiencer" which by the descriptions seems to fit me fairly well. Here is the information the site provided for me based on my analysis:

Strivers:
Strivers are trendy and fun loving. Because they are motivated by achievement, Strivers are concerned about the opinions and approval of others. Money defines success for Strivers, who don't have enough of it to meet their desires. They favor stylish products that emulate the purchases of people with greater material wealth. Many see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead.Strivers are active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy. As consumers, they are as impulsive as their financial circumstance will allow.

Experiencers:
Experiencers are motivated by self-expression. As 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, sports, outdoor recreation, and social activities.Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis they place on looking good and having "cool" stuff.