Target Market

The VALS system of consumer classification, divides all consumers into one of eight different categories. The eight categories include the Thinkers, Innovators, Experiencers, Strivers, Survivors, Believers, and Achievers. On the VALS scale, the Innovators have the highest resources and the Survivors are located at the bottom with the lowest resources and lowest innovation. The VALS classification is used by many businesses to define it's target market. Each classification defines the buying habits and personality traits of the specific consumer. 

This system of classification seems logical on a macro scale but not on a micro scale. It does not seem physically possible to define all consumers in the world into only eight groups. However, it is possible for businesses to track exactly what and when one is consuming and then make it possible to pass judgements on a given consumers lifestyle. But when a business is defining its target market, more than the typical personality types should be considered. In my personal opinion, I feel it is possible to purchase like a survivor with the mind set and personality of an innovator. 

I feel I am a Thinker but after taking the VALS survey, I have found I am an Experiencer/Innovator, but I have for many, many years lived like a survivor and believer. I lived a very meager childhood which I only had the essentials, but I was always happy. I would like to consider myself on the cutting edge but I know I do not have the necessary resources to live and consume that way. The VALS system is a helpful and effective way to define a target market on the entire macro scale, but when confined to a small population, the system is too general to be completely accurate and effective.