The VALS model was developed by SRI international. The original model was revised as VALS 2 in 1989. The basic assumption is consumer behavior can be predicted from the consumer psychology. The marketing tool is used extensively for product launched, better marketing efforts and studying the target segment in a better fashion. To take the VALS (Values and Lifestyles) survey click here. The model classifies a customer in 8 different categories. The survey needs information pertaining to age, sex and gross income and list of questions. The survey should not take more than 10 minutes.

The VALS2 survey classified me as Innovator (primary characteristic) and Achiever (secondary characteristic). According to the model being an Innovator I am primarily motivated by ideals and achievements and self-expression.

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