VALS-2 Segment Characteristics

Segment Lifestyle Characteristics Psychological Characteristics Consumer Characteristics

Optimistic
Successful, sophisticated Enjoy the "finer things"
Self-confident
Value personal growth Receptive to new products, technologies,
Involved
Innovators Wide intellectual interests distribution.
Outgoing
Varied leisure activities Skeptical of advertising
(8% of pop.) Growth oriented
Well informed, concerned with social issues Frequent readers of a wide variety of
Open to change
Highly social publications
<established & emerging leaders in business &
Politically very active Light TV viewers
government>
Little interest in image or prestige
Mature
Moderately active in community and politics Above average consumers of products for the
Satisfied
Thinkers Leisure centers on home home
Reflective
Value education & travel Like educational and public affairs
Open-minded
(11% of pop.) Health conscious programming on TV
Intrinsically motivated
Politically moderate and tolerant Read widely and often
Value order, knowledge, and responsibility
Look for value & durability
Lives center on career & famly Moderate
Attracted to premium products
Achievers Have formal social relations Goal oriented
Prime target for a variety of products
Avoid excess change or stimulation Conventional
Average TV watchers
(13% of pop.) May emphasize work at the expense of recreation Deliberate Read business, news, and self-help publications
Politically conservative In control
Like the new, offbeat, and risky Extraverted Follow fashion and fads
Like exercise, socializing, sports, and outdoors Unconventional Spend much of disposable income on
Experiencers
Concerned about image Active socializing
Unconforming, but admire wealth, power, and Impetuous Buy on impulse
(12% of pop.)
fame Energetic Attend to advertising
Politically apathetic Enthusiastic and impulsive Listen to rock music
Buy American
Respect rules and trust authority figures Traditional
Slow to change habits
Believers Enjoy settled, comfortable, predictable existence Conforming
Look for bargains
Socialize within family and established groups Cautious
Watch TV more than average
(16% of pop.) Politically conservative Moralistic
Read retirement, home and garden, and general
Reasonably well informed Settled
interest magazines

Segment Lifestyle Characteristics Psychological Characteristics Consumer Characteristics

Narrow interests
Easily bored Dissatisfied Image conscious
Strivers Somewhat isolated Unsure Limited discretionary income, but carry
Look to peer group for motivation and Alienated credit balances
(13% of pop.) approval Impulsive Spend on clothing and personal care products
Unconcerned about health and nutrition Approval seeking Prefer TV to reading
Politically apathetic
Enjoy outdoors Shop for comfort, durability, value
Practical
Prefer "hands on" activities Unimpressed by luxuries
Makers Self-sufficient
Spend leisure with family and close friends Buy the basics
Constructive
Avoid joining organizations except unions Listen to radio
(13% of pop.) Committed
Distrust politicians, foreigners, and big Read auto, home mechanics, fishing,
Satisfied
business outdoors magazines
Limited interests and activities Powerless Brand loyal
Survivors Prime concerns are safety and security Narrowly focused Use coupons and watch for sales
Burdened with health problems Risk averse Trust advertising
(14% of pop.) Conservative and traditional Burdened Watch TV often
Rely on organized religion Conservative Read tabloids and women's magazines

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