Thinkers are motivated by ideals. They are mature, satisfied, comfortable, and reflective people who value order, knowledge, and responsibility. They tend to be well educated and actively seek out information in the decision-making process.

What does VALS attempt to study of consumers? It is a psychographic research that studies the values, attitudes, and lifestyles of consumers. it attempt to explain the psychological dimensions of consumer behavior.

VALS (“Values and Lifestyles”) is a proprietary research methodology used for psychographic market segmentation. Market segmentation is designed to guide companies in tailoring their products and services in order to appeal to the people most likely to purchase them.

What kind of products do achievers typically prefer according to the VALS segmentation of consumers? strivers.

Arnold Mitchell

One method of using the VALS methodology to determine the direction a business should take is to survey your market and customers. If you can convince enough of your target market to complete a VALS survey, you can then use the data to determine how strong your customers lean toward their wants and spending behaviors.

About the US VALS™ Survey To find out about a person’s product ownership, media preferences, hobbies, additional demographics, or attitudes (for example, about global warming), the questions in the VALS survey integrate into larger questionnaires that ask about these topics.

Demographics are quantitative. Psychographics are qualitative. Demographics provide insights to factors such as ethnicity, gender, mobility, age, disabilities, employment status, etc. Psychographics deal with factors such as values, personality, lifestyle, opinions and interests.

Psychographic characteristics are important because they provide a much narrower and targeted view of the customer or consumer. Psychographics move the business closer to the right customers and consumers who are likely to buy their products and services.

Another term for psychographics is IAO variables (or AIO). IAO stands for interest, activities, and opinions.

Psychographics is the study of consumers based on their activities, interests, and opinions (AIOs). It goes beyond classifying people based on general demographic data, such as age, gender, or race. Psychographics seeks to understand the cognitive factors that drive consumer behaviors.

5 examples of psychographic characteristics

• Personalities. Personality describes the collection of traits that someone consistently exhibits over time, as commonly assessed through a 5-Factor Model.
• Lifestyles.
• Interests.
• Opinions, attitudes, and beliefs.
• Values.

Psychographics are kind of like demographics. Psychographic information might be your buyer’s habits, hobbies, spending habits and values. Demographics explain “who” your buyer is, while psychographics explain “why” they buy. Demographic information includes gender, age, income, marital status – the dry facts.

Psychographic targeting is therefore essentially about finding out which personality traits and attitudes consumers base their purchasing decisions on. This approach can be used to develop more differentiated personas than is possible on the basis of superficial socio-demographic classifications.

These include gender, age, income levels, race, education, religion, marital status, and geographic location. Consumers that fall into these groups tend to value the same products and services, which is why narrowing down these segments is one of the most important factors to determine target markets.

Advantages and Disadvantages of Behavioral Segmentation

• Grouping Customers according to Behavior.
• Helpful in Planning.
• Ease of Advertising.
• Dynamic Behavior of Customers.
• It cannot be Measured.
• Specialist Job.

Starbucks is a big fan of psychographic segmentation, and this largely defines their relatability as a brand. For example, they have the, “Non-coffee drinkers who still want to socialize” (catered too by selling frappuccinos and sandwiches in-stores), and the.