Industry WIKI

VALS (Values and Lifestyle Survey) is a proprietary research methodology used for psychographic market segmentation. Market segmentation is designed to guide companies in tailoring their products and services in order to appeal to the people most likely to purchase them.

Values scales are psychological inventories used to determine the values that people endorse in their lives. They facilitate the understanding of both work and general values that individuals uphold. In addition, they assess the importance of each value in people's lives and how the individual strives toward fulfillment through work and other life roles, such as parenting. Most scales