VALS (Values and Lifestyles)

VALS (Values and Lifestyles) is a tool used by marketers to understand the different types of people based on their values, attitudes, and priorities. It segments consumers into groups that share similar perspectives and behaviors, helping companies tailor their marketing strategies. For example, some groups may prioritize luxury and status, while others focus on practicality and savings. By understanding these segments, businesses can better target their messaging and products to meet the needs and preferences of each group. VALS aims to provide insights into what motivates consumer choices and lifestyle preferences.