research on market segmentation and personality

External scholarly sources required: 3

Word count requirement for initial discussion board post: 250

Word count requirement for each response to classmate: 100

As discussed in Chapter 5, VALS is a very popular proprietary market segmentation tool.

  • Go to the Strategic Business Insights website at
  • Click on “Take the VALS survey” and complete all of the questions. Then, click “Submit” to view your results.
  • Share your results. Were the results surprising to you? Do you agree or disagree? Why or why not?
  • Discuss products or companies where it might be appropriate to utilize market segmentation according to personality traits.
  • Support your post with scholarly RESEARCH on market segmentation and personality.

Your VALSâ„¢ Type
Primary Type: Strivers

Secondary Type: Thinkers

Your primary VALS type means that you are most like the Strivers consumer group. Your secondary type—the group you are next most like—is Thinkers.

Your primary VALS type represents your dominant approach to life. The secondary type represents a particular emphasis on the dominant approach.

I slightly disagree because I also consider myself to be an achiever and a believer. Simply I am a Christian achiever as well because when I set a goal I normally achieve or accomplish that goal whether it be making a major purchase or earning my masters degree.