Perhaps the most commonly used psychographic segmentation tool is the VALS$$ framework. VALS, originally developed by SRI International, classifies U$.$S$.$ and Canadian adults age $18$ years of age and older on the basis of their responses to $34$ attitudinal and four demographic questions into eight psychographic groups: Innovators, Thinkers, Believers, Achievers, Strivers, Experiencers, Makers, and Survivors. VALS measures two dimensions: primary motivation and resources. How motivation and resources combine explains why different consumer groups exhibit different behaviors and why different consumer groups often exhibit the same behaviors for different reasons.