VALS (Values and Lifestyles) Monday 21 March 2011
Thinkers – is a category of people are people who are motivated by ideals. Order, knowledge and responsibility and responsibility are important to them. They are well educated.
Believers - Stick to the same thing
Achievers - Motivated by the desire to succeed, manage their time.
Strivers – Want to be something but can’t quite get there and tend to be active consumers
Experiencers – Motivated by self-expression and will try and do anything. Have to have the newest of everything. Avid consumers
Makers - Comfortable with basics
Innovators – Large disposable income and finer thing in life, they are successful and sophisticated
Survivors – people with few resources, loyal to familiar brands and are modest consumers
Tags Wednesday 23 March
| GROUP | AGE | INCOME | CONSUMERISM |
| Liberal Sophisticates | 25 - 45 (No specific age group) | Average (Well Off) | Average (Low TV consumers)(Better things to do) |
| Young Hopefuls | 18 - 25 (15-24) | Low | High (TV and Radio) |
| Settled Seniors | 55 – 70 (57 % over 55) | Low (But good savers) | Average, Loyal (Newspapers, TV and Radio) |
| Struggling Young Families | 25 -35 (No specific age) | Low | Low, (Media consumers) |
| Comfortable Full- Nesters | 35 - 50 | Average - High (Family Orientated) | Average , Loyal but will try new things as well (Media High) |
| Lonely and Dissatisfied | 30 - 50 | Low - Average | High (Low Media Consumption) |
| Affluent Acquirers | 35 – 65 (15-39) | Average - High | High |
| The Next Generation | 10 - 20 | Low - Average | Average - High (TV dominated) |
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