what is the purpose of the vals and what does vals measure
VALS VALS ("Values and Lifestyles")[1] is a proprietary research methodology used for psychographic market segmentation. VALS is a way of viewing people on the basis of their attitudes, needs, wants, beliefs and demographics. By using psychology to analyze and predict consumer preferences and choices, the VALS system constructs a link between personality traits and buying behavior.The system identifies current and future opportunities by segmenting the consumer market place on the basis of the personality traits that drive consumer behavior[2]