VALS™ (Values, Attitudes, and Lifestyles)is a proprietary psychographic research software used to segment U.S. adults into eight distinct types using a specific set of psychological traits and key demographics that drive consumer behavior.52 Go to the website below to take the survey. In pairs or groups, summarize and compare the results of your primary and secondary VALS type. Do you agree or disagree with the results?

http://www.strategicbusinessinsights.com/vals/presurvey.shtml