Apply your knowledge of the VALS psychographic framework to interpret your personal VALS classification, evaluate its accuracy as a segmentation tool, and contrast it to another culture’s framework.

Exercise Learning Objective:
Apply your knowledge of the VALS psychographic framework to interpret your personal VALS classification, evaluate its accuracy as a segmentation tool, and contrast it to another culture’s framework.

Your Assignment: (a maximum of 50 points can be earned)
Read about the VALS method of psychographic market segmentation in your textbook (pp. 194-195 “Segment by Psychographics” section). Then go to the SBI website at http://www.strategicbusinessinsights.com/. Find the link to the on-line VALS survey. Take the survey. Either leave the results page on-screen, print it, or take careful notes! You will need this information!

Everyone must answer these two questions:
1. What is your Primary and Secondary VALS type?
2. How closely do the VALS segment profiles match your view of yourself? Are the segment’s “Favorite Things” (click on the link for your primary type) some of your favorite things—or not?

(if your home culture is NOT “U.S.”)
Review the information about the Japan-VALS system (find the link for “International VALS”).
Answer the following questions:
3. What is your home culture (e.g., country name, region name, etc.)?
4. The VALS survey that you took is designed for consumers who home culture is “U.S.” The two primary dimensions of the U.S. framework are “primary motivation and resources”; in the Japan system, they are “primary motivation and attitudes about social change”. If you were consulting with SBI to help it develop a VALS system for your home country/culture, what specific recommendations for change (if any) would you make for the two primary dimensions? Briefly explain why or why not you would recommend changes from the U.S. dimensions.

Required Format:
Your report must be written in business memorandum format (see template below) and use no smaller than an 11 point font. You do not need to provide citations of your information sources. Your memorandum cannot exceed one (1) page in length. Good business writing is clear and concise. Say what you need to say to complete the assignment and nothing more.

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