Values and Lifestyle

So for my marketing class, we had to take a VALS test, or Value and Lifestyle Survery. My professor thought that it would help us figure out what segments different people fit into...although I think that it is somewhat irrelevant to Marketing, it was pretty interesting. The website if you're interested: www.sric-bi.com/vals (Click on “VALS Survey”)

My VALS Survey

My Primary VALS type is Experiencer. The Primary VALS type represents dominant approach to life. Experiencers are motivated by self-expression. As 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. Experiences are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis they place on looking good and having “cool” stuff.
The Secondary classification represents a particular emphasis you give to your primary approach. My secondary VALS type is Innovator. 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 tastes for upscale, niche products and services. Image is important to innovators, not as evidence of status or power, bus 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 finer things in life.