“Good marketing is inspired by good insights. Good insights about customers come from more than just product or service category or brand behavior—and from more than just demographics.
Every nation includes people who are more or less impulsive or more or less deliberate, preferring the familiar to the novel; the same is true for other characteristics such as adherence to traditional values, me-first, and reliance on self. These attitudes connect to a broad range of behaviors such as brand preferences, the adoption of new products, and leadership qualities.
VALS is a proprietary psychometric method that measures these and other predictive attitudes—in conjunction with behaviors and demographics—for developing countrywide typologies such as US VALS. The types within a country persist through decades, as work since the 1970s has verified.”
Visit the SRI Consulting web site. Review the About VALS page and the VALS Types page. Then, complete the VALS Survey. Submit your paper to the VALS Assignment folder. This should be about 2 pages in length and address the items below.
- Discuss your results (both primary and secondary) and comment on their accuracy. Include behavioral examples to support your position.
- Provide an example of how marketing might use this information with a specific product or service. Include strategies and tactics for a specific item and target.
- Which of the 8 lifestyles are most attractive to the product line/brand you are addressing in your team project? Why?
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