Professional Documents
Culture Documents
History
The social scientist and consumer futurist Arnold Mitchell introduced the Values and
Lifestyles psychographic methodology (VALS) to explain the changing values and
lifestyles in the United States in the late 1970s. VALS was inaugurated as an SRI
International product formally in 1978. Later, it was referred by Advertising Age as "one
of the ten top market research breakthroughs of the 1980s."[1]
Application
Courses about marketing use the values and lifestyle model (VAL) to determine the
placement of a given product to a certain niche market in an industry. It predicts
consumer behavior by concentrating on self-orientation and resources.[3]
SRI Consulting Business Intelligence has a product about segmentation reaserach based
on VAL.