VALS divides people into eight groups according to both psychological characteristics and resources, which include such factors as income, education, energy levels, and eagerness to buy.

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VALS (Values, Attitudes, and Lifestyles) is a proprietary research methodology used for psychographic market segmentation. It classifies consumers into eight distinct types based on their psychological attributes and key demographics, including resources like income, education, self-confidence, health, eagerness to buy, and energy levels.

VALS Divides People into Eight Groups According to Both Psychological