My friend Randy was asked to take the VALS Survey recently, and after reading his results, I was intrigued. It appears to be a great way of gaining a better understanding of your consumers. their motivation, and how they consume goods and services.

Looking on their site, it’s a short survey, so I checked it out.

My results are:

  • Primary Type: Innovators - dominant approach to life
  • Secondary Type: Achievers - a particular emphasis on the dominant approach