VALS

VALS is very interesting to me. I think they really can tell what consumers are like in the marketplace today. When I took the survey, I answered all questions truthfully and my results were experiencer and achiever. Experiencer was number one and achiever was the second type I would be based on my scores. I think it is very neat how they are able to tell this.

When I found out the results and read on their website about what an experiencer was like, I totally agreed. The main statement I agreed with was "experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis they place on looking good and having "cool" stuff" (VALS.com). This basically sums me up. I don't know about the "cool stuff" part, but other than that they definitely nailed my type.

The target person we described in my group Tuesday, definitely fit one of these types. I would say that "Cameron", that shops at Abercombie and Fitch, would also be an experiencer. The statement I would agree with on Cameron would be "their energy finds an outlet in exercise, sports, outdoor recreation, and social activities"(VALS.com). This fits part of the Abercrombie and Fitch description in my mind.

http://www.sric-bi.com/VALS/experiencers.shtml