SRI VALS

Chapter 10: Know Your Market - Page 10.5

SRI VALS

SRI Consulting-Business Intelligence (formerly Stanford Research Institute) provides another example. Its VALS service (values and lifestyles) offers information on U.S. customers classified according to the value sets shown in the SRI illustration below. Customers and potential customers are divided into groups, including fulfilleds, achievers, experiencers, and others. More information about that is available from SRI from their website at www.sric-bi.com/VALS/types.shtml

SRIC-BI's VALS Psychographics

The diagram illustrates SRI's VALS, values and lifestyles psychographics research that divides the U.S. market into various types of potential customers.

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