VALS Survey

According to it's description, "VALS™ segments US adults into eight distinct types—or mindsets—using a specific set of psychological traits and key demographics that drive consumer behavior. The US Framework, a graphic representation of VALS, illustrates the eight types and two critical concepts for understanding consumers: primary motivation and resources."



Take the VALS™ Survey

Innovator/Achiever

Your primary VALS™ type is Innovator, and your secondary type is Achiever.
The primary VALS type represents your dominant approach to life. The secondary classification represents a particular emphasis you give to your dominant approach.








Innovators are successful, sophisticated, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services.

Image is important to Innovators, not as evidence of status or power but as an expression of their taste, independence, and personality. Innovators are among the established and emerging leaders in business and government, yet they continue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life.
Favorite Things:

• BMW
• Wired
• sparkling water
• a rewarding experience

Motivated by the desire for achievement, Achievers have goal-oriented lifestyles and a deep commitment to career and family. Their social lives reflect this focus and are structured around family, their place of worship, and work. Achievers live conventional lives, are politically conservative, and respect authority and the status quo. They value consensus, predictability, and stability over risk, intimacy, and self-discovery.

With many wants and needs, Achievers are active in the consumer marketplace. Image is important to Achievers; they favor established, prestige products and services that demonstrate success to their peers. Because of their busy lives, they are often interested in a variety of time-saving devices.
Favorite Things:

• Honda
• Every Day with Rachael Ray
• low-calorie domestic beer
• recognition at work

Striver-Experiencer

Innovator/Achiever

Striver/Achiever



Strivers are trendy and fun loving. Because they are motivated by achievement, Strivers are concerned about the opinions and approval of others. Money defines success for Strivers, who don't have enough of it to meet their desires. They favor stylish products that emulate the purchases of people with greater material wealth. Many Strivers see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead.


Strivers are active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy. As consumers, they are as impulsive as their financial circumstance will allow.

Favorite Things:

• Chevrolet
• Playboy
• Coke Classic
• win the lottery

Motivated by the desire for achievement, Achievers have goal-oriented lifestyles and a deep commitment to career and family. Their social lives reflect this focus and are structured around family, their place of worship, and work. Achievers live conventional lives, are politically conservative, and respect authority and the status quo. They value consensus, predictability, and stability over risk, intimacy, and self-discovery.

With many wants and needs, Achievers are active in the consumer marketplace. Image is important to Achievers; they favor established, prestige products and services that demonstrate success to their peers. Because of their busy lives, they are often interested in a variety of time-saving devices.

Favorite Things:

• Honda
• Every Day with Rachael Ray
• low-calorie domestic beer
• recognition at work

Strivers are trendy and fun loving. Because they are motivated by achievement, Strivers are concerned about the opinions and approval of others. Money defines success for Strivers, who don't have enough of it to meet their desires. They favor stylish products that emulate the purchases of people with greater material wealth. Many Strivers see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead.

Strivers are active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy. As consumers, they are as impulsive as their financial circumstance will allow.
Favorite Things:

*Chevrolet
*Playboy
*Coke Classic
*win the lottery




Experiencers are motivated by self-expression. Young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities.


Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis that they place on looking good and having "cool" stuff.
Favorite Things:

*VW
*Rolling Stone
*Red Bull
*to be entertained




But I answered "Mostly disagree" on all of the questions that had to do with fashion...

I actually agreed with the choices that had to do with experiencing, innovating, and thinking

Striver/Believer

Your primary VALS™ type is Striver, and your secondary type is Believer.

The primary VALS type represents your dominant approach to life. The secondary classification represents a particular emphasis you give to your dominant approach.

Innovator/Achiever


Your primary VALS™ type is Innovator, and your secondary type is Achiever.
The primary VALS type represents your dominant approach to life. The secondary classification represents a particular emphasis you give to your dominant approach.

This time I was a Thinker/Innovator. Last time I took the test - which must have been 2 years ago or something - I got Striver/Survivor​.

Striver and Believer.

Not sure if I really agree with everything in these.