Question

As one of the more popular tools in marketing research, surveys have become automated. These on-line surveys address various types of data needed by the marketer. There are simple survey tools that are free like SurveyMonkey®, and the more professional use surveys. In this Discussion you will take one of the survey instruments that are free from a professional consumer research company, Strategic Business Insights (SBI). The survey instrument VALS™ uses psychological traits to predict consumer behavior.

Topic 1: VALS

VALS™ strengthens demographic characterizations by explaining the deeper psychological drivers of consumer behavior. Visit the VALS ™ website, take the survey, and find out in which psychographic group you fall. VALS website: http://www.strategicbusinessinsights.com/vals/presurvey.shtml

1. Would you have guessed that you would have been in this group?

2. How would you rate VALS ™ in terms of market segmentation?

3. Why it is important for marketers to know VALS™ ?

4. How and when should this information be used?

Answer 1

The psychological group that I fall in is innovators

1. I could not have guessed that I would have been in this group because it is completely different group then I thought of myself.

2. I would give rating of 4 out of 5 because it mostly includes all the survey questions necessary to judge the psychology of consumer group but still there is room for improvement by adding more questions related to environmental factors that can affect the psychology of a person.

3. it is important for marketers to know VALS as it would help the marketers to decide the target market and accordingly plan a strategy for marketing by using innovative method to Grab the attention of the target market.

4. This information should be used while segmentation and targeting for a product which is usually performed before developing the idea of a product so that the need of target marketing is designed into the product and all the features required by the target population is included in the product.