The purpose of the VALS™ survey is to identify the VALS type of the person taking the survey. That's it. To find out about a person's product ownership, media preferences, hobbies, additional demographics, or attitudes (for example, about global warming), the questions in the VALS survey integrate into larger questionnaires that ask about these topics. For example, the VALS questions integrate into GfK MRI's nationally syndicated Survey of the American Consumer, which enables us to see the media preferences of each of the eight VALS types. The VALS questions also integrate into our own Consumer Financial Decisions' MacroMonitor survey, giving us in-depth information about how each VALS type uses, invests, and saves money.
Your primary VALS™ type is Thinker, and your secondary type is Innovator.
The primary VALS type represents your dominant approach to life. The secondary classification represents a particular emphasis you give to your dominant approach.
Thinkers are motivated by ideals. They are mature, satisfied, comfortable, and reflective people who value order, knowledge, and responsibility. They tend to be well educated and actively seek out information in the decision-making process. They are well-informed about world and national events and are alert to opportunities to broaden their knowledge.
Thinkers have a moderate respect for institutions of authority and social decorum but are open to consider new ideas. Although their incomes allow them many choices, Thinkers are conservative, practical consumers; they look for durability, functionality, and value in the products that they buy.
• Kiplinger's Personal Finance
• a glass of wine
• a substantive discussion
Innovators are successful, sophisticated, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services.
Image is important to Innovators, not as evidence of status or power but as an expression of their taste, independence, and personality. Innovators are among the established and emerging leaders in business and government, yet they continue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life.
• sparkling water
• a rewarding experience
Now you know a lot more about me. If you want to take the VALS Survey for yourself, go to: http://strategicbusinessinsights.com/vals/presurvey.shtml