UK VALS Framework of our Target Audience

VALS™ is a global segmentation methodology. The VALS global prototype shows basic contrasts—primary motivation—in each country. Strategic Business Insights builds systems for specific countries to accommodate cultural differences in the relationship between attitudes and behaviors as they exist. As a result, segment descriptions are country specific.

Clients use VALS most frequently for:

• Strategic planning
• Consumer insights
• Communication.

The United Kingdom's Consumer Groups

• The VALS category that applies to our target audience is Seekers
• Seekers want individuality, self-discovery, display, and action. They actively seek self-gratification, excitement, experimentation, and sociability.
• They are part of this VALS framework for they struggle to identify with society leaving them alone and feeling individual, whilst also always looking for action and excitement that comes with rebellion.  They constantly seek self-gratification in their actions when they do something such as graffiti otherwise they don't do any actions. This makes them rude and devalued in society, for they only do actions that please themselves and have no regard for the world around them.