VALS (Values and Lifestyles) is an approach to market segmentation whereby consumers are segmented into mutually exclusive groups based on their psychographics.
VALS groups consumer segments based upon two dimension primary motivations (ideals, achievement and self expression) and resources (energy, self-confidence, intellectualism, novelty seeking, innovativeness, impulsiveness, leadership and vanity).
The current eight VALS types are:- Innovators, Thinkers, Achievers, Experiencers, Believers, strivers, makers, and survivors.