Go to the Strategic Business Insights (SBI) website ( www.strategicbusinessinsights.com) and click through to the section on VALS^TM . Find the VALS^TM survey and complete the questionnaire.

a. Are the results surprising? Why or why not? Do you see yourself as part of the identified VALS^TM segment?

b. If you are comfortable doing so, share your results with a few other people in the class and ask if they mind sharing their results with you. What is the consensus among the group about whether the survey actually captured a relevant profile about yourself and your classmates?

c. How might each of these brands benefit from the use of VALS^TM as a psychographic segmentation tool?

i. Chipotle

ii. Walt Disney World Theme Park

iii. Target Stores

iv. Samsung

v. Porsche