Core Concepts of Marketing

42 CHAPTER 2 UNDERSTANDINGANDAPPROACHIN G THEMARKET

Old & New

ThenineoriginalVALSpsychographic segmentshavebeenreplacedbyeightnew

psychographicgroups.Inthenewsystem,thegroupsarearrangedverticallybytheir

resourcesandhorizontallybytheirself-orientation.

VALS

IOuterDirectedI

VALS2

INTEGRATED

SUSTAINERS

SURVIVORS

ACTUALIZERS

STRUGGLERS

IInnerDirectedI

NeedDriven!

AbundantResources

MinimalResources

Source:SRIInternational,MenloPark,CA

FIGURE2.3 VALSandVALS2aretwosegmentationtechniques.