VALS

Last class, I took my first ever VALS test - a Values, Attitudes and LifeStyles Survey.  This is a great tool for marketers to really get inside their consumers' brains and can help with strategies like targeting, positioning and communicating to a specific audience.  VALS classifies U.S. adults into eight distinct consumer segments based on their psychological

After the short questionnaire, my primary VALS type is "striver," which is my dominant approach to life and my secondary type is "experimenter," which presents a particular emphasis I give to my dominant approach.  

I learned that "strivers" are trendy and fun loving people who are motivated by achievement.  They are also concerned about the opinions and approvals of others.  As consumers, they are impulsive as their financial circumstance will allow.  I would agree that my personality accurately matches this description.  I tend to be frugal with my money because I have to work for it, I am unfortunately not given money by my parents whenever I call them up.  I have been working since 7th grade and definitely know the value of a dollar; I am career oriented and motivated by achievement.

"Experiencers" are motivated by self-expression.  I can agree with this too because I am very right-brained in that I consider myself to be creative.  Experiencers are young, enthusiastic, and impulsive consumers who seek variety and excitement.  I too find energy outlets in exercise, sports, and social activities.