To better understand the segmentation classification of consumers, Strategic Business Insights has developed the VALS tool, which uses psychology to segment people according to their distinct personality traits. Go to the firm’s home page at http://www.strategicbusinessinsights.com/vals/presurvey.shtml and take the survey to identify your VALS profile according to your values, attitudes, and lifestyle. According to the results, what is your VALS profile type? Do you agree with your consumer profile? Why or why not? How can retailers effectively use the results of this survey when planning and implementing their business strategies?