Questionnaire and Output Creative Writing

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VALS Survey

Values, Attitudes, and Lifestyles Survey (VALS)

The Values, Attitudes and Lifestyles Survey, or VALS, is a survey tool developed to determine the psychographics of target markets and as such, is primarily used in market research. VALS is a way to profile consumers, wherein information is not only limited to their demographics (sex, age, geographic location, and socio-economic status), but more importantly, this survey tool helps determine consumers' attitudes and lifestyle. Psychographics help determine people's predisposition towards specific types of products and brands, which is a function of their demographics and values and attitudes that they consider important for them.

Results of my own VALS showed that my primary VALS type is "Striver," and secondary is "Experiencer." As VALS defines these types, being a Striver means I am motivated by achievements, and I am differentiated from an Achiever (which has the same motivation profile) because I belong to the lower socio-economic stratum in terms of income class.

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I am an Experiencer because I am strongly predisposed to express myself through physical and social activities. Compared to the Maker, which shares the same motivation as the Experiencer, I belong to the higher socio-economic stratum for this motivation category.

My VALS result clearly reflected what I am as an individual and a consumer. I am indeed a Striver since I am an individual who takes pride in my achievements, and I have 'role models' whom I constantly "turn to" for guidance and direction as to what I want to achieve in life. Although I do not necessarily and strictly 'imitate' my role models, but these people serve as my inspiration in driving and encouraging myself to work harder to get to my desired goal.….....

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