VALS (Values, Attitudes, and Lifestyles)
In the context of location intelligence and home buying, the VALS (Values, Attitudes, and Lifestyles) framework is a valuable tool for understanding the characteristics, motivations, and preferences of potential homebuyers and residents in a given area. Developed by Strategic Business Insights (SBI), VALS segments individuals into distinct groups based on their psychological traits and resources, such as income, education, and self-confidence.
Key aspects of the VALS framework include:
- Segmentation: VALS divides individuals into eight main segments: Innovators, Thinkers, Achievers, Experiencers, Believers, Strivers, Makers, and Survivors. Each segment represents a unique combination of psychological traits, resources, and consumer behavior patterns.
- Psychological traits: VALS considers three primary psychological traits: motivation (ideals, achievement, or self-expression), resources (income, education, self-confidence, health, eagerness to buy, and energy level), and innovation (tendency to try new things and take risks).
- Consumer behavior: The VALS framework provides insights into how individuals in each segment make purchasing decisions, respond to marketing messages, and prioritize their spending. This information can be valuable for understanding the preferences and needs of potential homebuyers in a specific area.
- Neighborhood and community planning: By understanding the VALS profiles of residents in a given area, developers, and community planners can tailor amenities, services, and housing options to better meet the needs and preferences of the local population.
When evaluating a potential home or neighborhood, considering the VALS profile of the area can provide insights into the lifestyle, values, and priorities of the local community. This information can help homebuyers assess whether a particular location aligns with their own values and preferences, contributing to a more satisfying and fulfilling living experience.
