VALS: Target Audiences

How'd They Know?

Before taking the VALS survey I thought to myself "why are we having to do this dumb survey thats only going to steroetype me into a few random categories," but after taking it a reviewing my results I realized that there is much truth involved in this survey. VALS is suprisingly accurate and extremely realistic.

VALS categorized me first as an "experiencer" who are said to "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 they place on looking good and having "cool" stuff." This is not only an accurate description of me, but of many young people. Generation X is consumed with entertainment, and through entertainment we socialize and decide what is "fashionable."

VALS categorized me secondarily as an "innovator" who are said to "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." This is correct in that this is not my primary focus in life, but I do like being first, being the best, and looking good doing it. I dont feel complete with out the newest, highest quality products.