|FFun| Consumers' Psychology (VALS Survey), 消費者の心理 (VALSテスト)

I love learning about myself and have previously posted on personality and other psycho tests. Well today I present you with something that I found in my marketing textbook. It's called a VALS Survey. This survey is based on the assumption that consumers can be classified into 8 different categories (see picture), depending on psychological traits. The idea is that the group to which you belong tells marketers how you would behave as a consumer, and of course, how you would respond to certain marketing strategies.

I did the test twice on different days, but I got identical answers. My primary group is INNOVATORS and my secondary group is ACHIEVERS. So, according to the descriptions, I have innovative ideas and the resources to carry them out. It also said that I like spending on products that saves me time. So true. If anybody is selling "time", I'm interested!

So what kind of a consumer are you!?






miyo said...


2回ともprimary VALS type が Experiencerで secondary type がInnovatorだった。

Experiencers are motivated by self-expressionなのは良いけど、、、
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.

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.

Tetsu said...


miyo said...