VALS Framework and Segment (Wikipedia)
- Innovator. These consumers are on the leading edge of
change, have the highest incomes, and such high self-esteem and abundant
resources that they can induldge in any or all self-orientations. They
are located above the rectangle. Image is important to them as an
expression of taste, independence, and character. Their consumer choices are directed toward the "finer things in life."
- Thinkers. These consumers are the high-resource group
of those who are motivated by ideals. They are mature, responsible,
well-educated professionals. Their leisure activities center on their homes, but they are well informed about what goes on in the world and are open to new ideas and social change. They have high incomes but are practical consumers and rational decision makers.
- Believers. These consumers are the low-resource group of those who are motivated by ideals. They are conservative and predictable consumers who favor American products and established brands. Their lives are centered on family, community, and the nation. They have modest incomes.
- Achievers. These consumers are the high-resource group
of those who are motivated by achievement. They are successful
work-oriented people who get their satisfaction from their jobs and
families. They are politically conservative
and respect authority and the status quo. They favor established
products and services that show off their success to their peers.
- Strivers. These consumers are the low-resource group
of those who are motivated by achievements. They have values very
similar to achievers but have fewer economic, social, and psychological
resources. Style is extremely important to them as they strive to
emulate people they admire.
- Experiencers. These consumers are the high-resource
group of those who are motivated by self-expression. They are the
youngest of all the segments, with a median age of 25. They have a lot
of energy, which they pour into physical exercise
and social activities. They are avid consumers, spending heavily on
clothing, fast-foods, music, and other youthful favorites, with
particular emphasis on new products and services.
- Makers. These consumers are the low-resource group of
those who are motivated by self-expression. They are practical people
who value self-sufficiency. They are focused on the familiar-family, work,
and physical recreation-and have little interest in the broader world.
As consumers, they appreciate practical and functional products.
- Survivors. These consumers have the lowest incomes.
They have too few resources to be included in any consumer
self-orientation and are thus located below the rectangle. They are the
oldest of all the segments, with a median age of 61. Within their
limited means, they tend to be brand-loyal consumers.
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