VALS-2 Segmentation

Definition: Values, Attitudes, And Lifestyles System (VALS-2)

VALS 2 is a segmentation method which slices the market (or potential customers) into 8 groups. VALS2 focuses on psychological parameters of a customer as compared to the AIO or activities, interest and opinions. This is done to tap customers based on their attitudes and values.

This was created after Values and Lifestyle (VALS) Research, which is one of the ways of doing psychographic segmentation.

VALS-2 Segment Characteristics

Segment	Lifestyle Characteristics	Psychological Characteristics	Consumer Characteristics
Innovators (8% of pop.)	Successful, sophisticated Value personal growth Wide intellectual interests Varied leisure activities Well informed, concerned with social issues Highly social Politically very active	Optimistic Self-confident Involved Outgoing Growth oriented Open to change <established & emerging leaders in business & government>	Enjoy the "finer things" Receptive to new products, technologies, distribution. Skeptical of advertising Frequent readers of a wide variety of publications Light TV viewers
Thinkers (11% of pop.)	Moderately active in community and politics Leisure centers on home Value education & travel Health conscious Politically moderate and tolerant	Mature Satisfied Reflective Open-minded Intrinsically motivated Value order, knowledge, and responsibility	Little interest in image or prestige Above average consumers of products for the home Like educational and public affairs programming on TV Read widely and often Look for value & durability
Achievers (13% of pop.)	Lives center on career & famly Have formal social relations Avoid excess change or stimulation May emphasize work at the expense of recreation Politically conservative	Moderate Goal oriented Conventional Deliberate In control	Attracted to premium products Prime target for a variety of products  Average TV watchers Read business, news, and self-help publications
Experiencers (12% of pop.)	Like the new, offbeat, and risky Like exercise, socializing, sports, and outdoors Concerned about image Unconforming, but admire wealth, power, and fame Politically apathetic	Extraverted Unconventional Active Impetuous Energetic Enthusiastic and impulsive	Follow fashion and fads Spend much of disposable income on socializing Buy on impulse Attend to advertising Listen to rock music
Believers (16% of pop.)	Respect rules and trust authority figures  Enjoy settled, comfortable, predictable existence Socialize within family and established groups Politically conservative Reasonably well informed	Traditional Conforming Cautious Moralistic Settled	Buy American Slow to change habits Look for bargains Watch TV more than average Read retirement, home and garden, and general interest magazines
Strivers (13% of pop.)	Narrow interests Easily bored Somewhat isolated Look to peer group for motivation and approval Unconcerned about health and nutrition Politically apathetic	Dissatisfied Unsure Alienated Impulsive Approval seeking	Image conscious Limited discretionary income, but carry credit balances Spend on clothing and personal care products Prefer TV to reading
Makers (13% of pop.)	Enjoy outdoors Prefer "hands on" activities Spend leisure with family and close friends Avoid joining organizations except unions Distrust politicians, foreigners, and big business	Practical Self-sufficient Constructive Committed Satisfied	Shop for comfort, durability, value Unimpressed by luxuries Buy the basics Listen to radio Read auto, home mechanics, fishing, outdoors magazines
Survivors (14% of pop.)	Limited interests and activities Prime concerns are safety and security  Burdened with health problems Conservative and traditional Rely on organized religion	Powerless Narrowly focused Risk averse Burdened Conservative	Brand loyal Use coupons and watch for sales Trust advertising Watch TV often Read tabloids and women's magazines