In class this week, we talked about the different ways of identifying good consumer markets. There are many different forms of web analytics that companies can use to segment markets and identify who they're target should be, and how to appeal to their particular target market. One very useful tool mentioned was the VALS survey, which stands for the Values And Lifestyles Survey. By identifying people based on their values and lifestyles a seller of a product/service can get a good idea on what different people look for in life in general, and translate that to a different product/service. For example, one of the categories is an innovator - this information would be very useful to companies that provide a completely new product or idea because "innovators" would be more likely to purchase this product because it goes along with their way of thinking.

I took the VALS survey given by SRI Consulting Business Intelligence - VALS survey. The survey consisted of about 20-25 questions that had scaled answers such as mostly disagree, somewhat disagree, somewhat agree, and mostly agree. After completing the survey I found out my primary value was that I am an Experiencer, and my secondary is that I am an Innovator. I searched a little further for a more in-depth definition of what these term means. I found out that Experiencers are motivated by self-expression, and desire social or physical activity, variety and risk. They say their energy finds an outlet in exercise, sports, outdoor recreation, and social activities. Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing.

I would say that this interpretation is fairly accurate. I do enjoy new, exciting, and somewhat risky new things. This information would be useful to a company trying to sell a new exciting experience, because I would most likely be interested, even if I do not end up purchasing their service. One important thing to keep in mind is that these are generalizations, and although they make it easier for sellers to classify people and have a better chance at making a sale, nothing is a guarantee. Overall I would say the VALS survey is a very good way of differentiating consumers.