We are not talking about Buzzfeed or Facebook “Who are you” quizzes here. I am talking mostly about VALS, and PRIZM Claritas.
VALS
What is VALS
VALS or Values and Lifestyle is a short survey (less than 15 minutes )to as the name success asks you about your lifestyle and values. This is a hierarchical approach to personality. The image above is a snippet of my personal result.
My Experience
As I stated this was a quick, survey it was also very easy to use. I will say it surprised me the term God was used so much in this short survey. While I expected a question on my beliefs it felt like there were a lot and that it was leaning toward one-god religions. This was what I was exposed to as a child but as a daughter with an Indian parent and Persian heritage, I know of religions where even if you had faith or believed in a higher power “God” may not be the appropriate or correct term. Which may sway some people’s results depending on how they interpret those questions.
PRIZM Claritas
What is PRIZM Claritas
It is a website with premade popular segments that you can learn about. Then look up a zip code and find out if a segment is there.
My Experience
I do not like this website. There I said it …or rather typed it, but you get my point. I think the premise and what the site offers is interesting and wonderful. However, the website always lags ( and I have used it multiple times now), now maybe that’s my computer but based on some of the popup messages the site gives you about loading I’m going to assume it’s not. I got Young and Influential (34) as my segment group, which was not found in my particular hometown. This was unsurprising to and overall made sense. My segment was more appropriate for people who like living in a bigger city and my hometown is a small country town. All of the segments I found in that location made perfect sense to me.
How this Affects Marketing
These tools give information on demographics and such as values and lifestyle. Lifestyle may include potential interest, stores, and more. Which can be a benefit in making and upkeeping a target persona. This is a key part of any marketing plan. I also made this point to my instructor in an assignment, but this also gives you a reference point as well as maybe in the future if realistic for the business you work for, prospective companies to investigate collaborating with. Maybe where that is simply selling small portions of merchandise at each other store or on a product.
How all this affect consumer behaviors
These tools are important because individual difference variables, which states that consumers will act differently depending on their traits. These traits may shape values that may affect which brand personalities appeal to them. Which directly affects what people will buy.
Overall this was interesting to dive into. If you enjoyed this post please feel free to leave a comment or to check out one of my other posts listed down below. Also, I encourage you to look deeper into this subject as there is much more that can be covered in my post. Sorry.
Websites Used:
VALS: http://www.strategicbusinessinsights.com/vals/presurvey.shtml
Book Cited:
Babin, Barry, and Eric Harris. CB8 – w/ Coursemate Access. 8th ed., Cengage Learning, 2018, https://4ltrpressonline.cengage.com/products/KUYMLNCYD6EBFT1DT995/topics/WSMC7KGZU8KRFH6JL367.
Great content! Super high-quality! Keep it up! 🙂
Thank you!
Greetings, neat web-site you have got there.
Thank you and sorry for the late approval and reply. I hope you found the article helpful.