G1 VALS

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VALS Value Attitude Life Style

ISEG MBA 2007 Marketing

08 de Novembro de 2007 Alain Miranda

Augusto Reis

Jorge Ramos

Rui ardoso

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!S"# M$A 2007 Marketing

1 VALS concept

2 VALS segments

3 VALS types

4 VALS test

VALS app!ication

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% VALS &on&e't

2 VALS segments

3 VALS types

4 VALS test

VALS app!ication

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()at is VALS ()y is needed

VALS" is a mar*eting and &onsulting tool t)at )el's

businesses #or!$#i$e $e%e!op an$ e&ec'te more e((ecti%estrategies) *+e system identifies &urrent and future

o''ortunities by segmenting t)e &onsumer mar*et'la&e

on t+e ,asis o( t+e persona!ity traits t+at $ri%e cons'mer

,e+a%ior) VALS a''lies in all ')ases of t)e mar*eting

'ro&ess- (rom ne#.pro$'ct $e%e!opment an$ entry.stagetargeting to comm'nications strategy an$ a$%ertising)

*+e ,asic tenet o( VALS is t+at 'eo'le e+'ress t)eir

'ersonalities t)roug) t)eir be)aviors) VALS speci(ica!!y

$e(ines cons'mer segments on t+e ,asis o( t+ose

persona!ity traits t+at a((ect ,e+a%ior in t+e marketp!ace)/at+er t+an !ooking at #+at peop!e $o an$ segregating

peop!e #it+ !ike acti%ities- VALS uses 'sy&)ology to

segment 'eo'le a&&ording to t)eir distin&t 'ersonality

traits) *+e persona!ity traits are t+e moti%ationt+e ca'se)B'ying ,e+a%ior ,ecomes t+e e((ectt+e o,ser%a,!e-

e&terna! ,e+a%ior prompte$ ,y an interna! $ri%er

VALS refle&ts a real,-orld 'attern t)at e+'lains t)e

relations)i' bet-een 'ersonality traits and &onsumerbe)avior.VALS 'ses psyc+o!ogy to ana!ye t+e $ynamics

'n$er!ying cons'mer pre(erences an$ c+oices) VALS not

on!y $isting'is+es $i((erences in moti%ation- it a!so capt'res

t+e psyc+o!ogica! an$ materia! constraints on cons'mer

,e+a%ior)

VALS is ,ase$ on c'rrent persona!ity researc+ into speci(ic

components o( socia! ,e+a%ior) VALS asserts t)at 'eo'le

e+'ress t)eir 'ersonalities t)roug) t)eir be)aviors)

eop!e #it+ $i((erent persona!ities engage in $i((erent

,e+a%iors or e&+i,it simi!ar ,e+a%iors (or $i((erent reasons

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"volution of VALS

*+e origina! VALS system #as built by&onsumer futurist Arnold Mit&)ell) Mitc+e!! create$ VALS to e+'lain &)anging /.S.

values and lifestyles in t)e %70s)

VALS #as (orma!!y ina'g'rate$ as an S/I Internationa! pro$'ct in 17 an$ #as cite$ ,y A$%ertising Age as 5 one of t)e ten to'

mar*et resear&) brea*t)roug)s of t)e %80s.6

In %8- VALS #as redefined to ma+imi1e its ability to 'redi&t &onsumer be)avior) A team o( e&perts (rom S/I Internationa!-Stan(or$ ni%ersity- an$ t+e ni%ersity o( 8a!i(ornia- Berke!ey- $etermine$ t+at &onsumers s)ould be segmented on t)e basis

of enduring 'ersonality traits rat)er t)an so&ial values t)at &)ange over time)

By 'sing psyc+o!ogy to ana!ye an$ pre$ict cons'mer pre(erences an$ c+oices- t+e c'rrent VALS system &reates an e+'li&it

lin* bet-een 'ersonality traits and 'ur&)ase be)avior) *+e c'rrent VALS system is $escri,e$ in $ept+ in *+e VALS Segments

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1 VALS concept

2 VALS segments

3 VALS types

4 VALS test

VALS app!ication

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VALS segments es&ri'tion

VALS" p!aces )S) a$'!t cons'mers into one o( eig)t

segments,ase$ on t+eir responses to t+e VALS

3uestionnaire) *+e main dimensionso( t+e segmentation

(rame#ork are 'rimary motivation:t+e +orionta!

$imension; an$ resour&es:t+e %ertica! $imension;)

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1 VALS concept

2 VALS segments

4 VALS ty'es

4 VALS test

VALS app!ication

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VALS segments VALS ty'es des&ri'tion

!nnovators 5formerly A&tuali1ers6

Inno%ators are su&&essful- so')isti&ated- ta*e,&)arge

'eo'le -it) )ig) self,esteem) Beca'se t+ey +a%e s'c+

a,'n$ant reso'rces- t+ey e&+i,it a!! t+ree primary

moti%ations in %arying $egrees) *+ey are c+ange !ea$ers an$

are t+e most recepti%e to ne# i$eas an$ tec+no!ogies)

Inno%ators are %ery acti%e cons'mers- an$ t+eir p'rc+ases

re(!ect c'!ti%ate$ tastes (or 'psca!e- nic+e pro$'cts an$

ser%ices)

Image is important to Inno%ators- not as e%i$ence o( stat's

or po#er ,'t as an e&pression o( t+eir taste- in$epen$ence-

an$ persona!ity) Inno%ators are among t+e esta,!is+e$ an$

emerging !ea$ers in ,'siness an$ go%ernment- yet t+ey

contin'e to seek c+a!!enges) *+eir !i%es are c+aracterie$ ,y

%ariety) *+eir possessions an$ recreation re(!ect a c'!ti%ate$

taste (or t+e (iner t+ings in !i(e)

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)in*ers 5formerly ulfilleds6

*+inkers are motivated by ideals) *+ey are mature-

satisfied9 &omfortable 9 and refle&tive 'eo'le -)o value

order9 *no-ledge9 and res'onsibility) *+ey ten$ to ,e #e!!

e$'cate$ an$ acti%e!y seek o't in(ormation in t+e $ecision.

making process) *+ey are #e!!.in(orme$ a,o't #or!$ an$

nationa! e%ents an$ are a!ert to opport'nities to ,roa$en t+eir

kno#!e$ge)

*+inkers +a%e a mo$erate respect (or t+e stat's

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A&)ievers

Motivated by t)e desire for a&)ievement- Ac+ie%ers +a%e

goal,oriented lifestyles an$ adee' &ommitment to &areer

and family) *+eir socia! !i%es re(!ect t+is (oc's an$ are

str'ct're$ aro'n$ (ami!y- t+eir p!ace o( #ors+ip- an$ #ork)

Ac+ie%ers !i%e con%entiona! !i%es- are po!itica!!y conser%ati%e-

an$ respect a't+ority an$ t+e stat's

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"+'erien&ers

E&periencers are motivated by self,e+'ression) As young9

ent)usiasti&9 and im'ulsive &onsumers- E&periencers

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$elievers

Like *+inkers- $elievers are motivated by ideals) *+ey are

&onservative9 &onventional 'eo'le#it+ concrete ,e!ie(s

,ase$ on tra$itiona!- establis)ed &odes? (ami!y- re!igion-

comm'nity- an$ t+e nation) Many Be!ie%ers e&press mora!

co$es t+at are $eep!y roote$ an$ !itera!!y interprete$) *+ey

(o!!o# esta,!is+e$ ro'tines- organie$ in !arge part aro'n$

+ome- (ami!y- comm'nity- an$ socia! or re!igio's

organiations to #+ic+ t+ey ,e!ong)

As cons'mers- Be!ie%ers are pre$icta,!e= t+ey c+oose

(ami!iar pro$'cts an$ esta,!is+e$ ,ran$s) *+ey (a%or

American pro$'cts an$ are genera!!y !oya! c'stomers)

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Strivers

Stri%ers are tren$y an$ ('n !o%ing) Beca'se t+ey are

motivated by a&)ievement- Stri%ers are &on&erned about

t)e o'inions and a''roval of ot)ers) Money $e(ines

s'ccess (or Stri%ers- #+o $on@t +a%e eno'g+ o( it to meet

t+eir $esires) *+ey (a%or sty!is+ pro$'cts t+at em'!ate t+e

p'rc+ases o( peop!e #it+ greater materia! #ea!t+) Many see

t+emse!%es as +a%ing a o, rat+er t+an a career- an$ a !ack

o( ski!!s an$ (oc's o(ten pre%ents t+em (rom mo%ing a+ea$)

Stri%ers are acti%e cons'mers ,eca'se s+opping is ,ot+ a

socia! acti%ity an$ an opport'nity to $emonstrate to peers

t+eir a,i!ity to ,'y) As cons'mers- t+ey are as imp'!si%e as

t+eir (inancia! circ'mstance #i!! a!!o#)

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Ma*ers

Like E&periencers- Makers are moti%ate$ ,y self,

e+'ression) *+ey e&press t+emse!%es an$ e&perience t+e

#or!$ ,y #orking on it.,'i!$ing a +o'se- raising c+i!$ren-

(i&ing a car- or canning %egeta,!es.an$ +a%e eno'g+ ski!! an$

energy to carry o't t+eir proects s'ccess('!!y) Makers arepractica! peop!e #+o +a%e &onstru&tive s*illsan$ value

self,suffi&ien&y) *+ey !i%e #it+in a tra$itiona! conte&t o(

(ami!y- practica! #ork- an$ p+ysica! recreation an$ +a%e !itt!e

interest in #+at !ies o'tsi$e t+at conte&t)

Makers are s'spicio's o( ne# i$eas an$ !arge instit'tions

s'c+ as ,ig ,'siness) *+ey are respect('! o( go%ernment

a't+ority an$ organie$ !a,or- ,'t resent('! o( go%ernment

intr'sion on in$i%i$'a! rig+ts) *+ey are 'nimpresse$ ,y

materia! possessions ot+er t+an t+ose #it+ a practica! or

('nctiona! p'rpose) Beca'se t+ey pre(er %a!'e to !'&'ry- t+ey

,'y ,asic pro$'cts)

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Survivors 5formerly Strugglers6

S'r%i%ors !i%e narro#!y fo&used lives) >it+ fe- resour&es

-it) -)i&) to &o'e- t+ey o(ten ,e!ie%e t+at t+e #or!$ is

c+anging too

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1 VALS concept

2 VALS segments

3 VALS types

: VALS test

VALS app!ication

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VALS test VALS test result

o'r primary VALS type is !nnovator- an$ yo'r secon$ary

type is "+'erien&er)

*+e primary VALS type represents yo'r $ominant approac+

to !i(e) *+e secon$ary c!assi(ication represents a partic'!ar

emp+asis yo' gi%e to yo'r $ominant approac+)

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1 VALS concept

2 VALS segments

3 VALS types

4 VALS test

; VALS a''li&ation

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G1 VALS

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