To make the power of the psychographic technique and resulting information for decision making come alive, let’s find out your own VALS™ category.

a. Go to the VALS™ website (either google it or go directly to www.strategicbusinessinsights.com and click the VALS™ tab on the homepage).

b. Click “Take the VALS™ Survey.” Complete all the questions, and click SUBMIT to view your results.

c. What is your VALS™ type? Review the information on the website that describes it (found under the tabs About VALS™/VALS™ Types) along with the other VALS™ types.

d. What is your reaction to learning your own VALS™

type? Are you surprised with the result, or was it consistent with what you would have expected?

Why or why not?

e. What insights does the knowledge of your VALS™

type provide relative to your own consumer behavior?