VALS ${?}^{TM}$ SEGMENTATION CATEGORIES

VALS ${?}^{TM}$ is the name of a widely used consumer categorization system developed by SRI

International. The $VAL{S}^{TM}$ system places consumers into one of eight categories based

on their answers to the VALS ${?}^{TM}$ survey. This survey measures consumer resources as

well as the underlying psychological motivations that many consumers share and that

predict each group's typical choices as consumers. The Three primary motivations used

to categorize consumers into the eight groups are self$-$expression, ideals, and

achievement. Resources include all assets that a consumer might have, including such

things as financial assets, education, and energy. The eight categories are as follows:

Innovators

Innovators are successful, sophisticated, take$-$charge people with high self$-$esteem.

Because they have such abundant resources, they exhibit all three primary motivations in

varying degrees. They are change leaders and are the most receptive to new ideas and

technologies. Innovators are very active consumers, and their purchases reflect cultivated

tastes for upscale, niche products and services.