I thought that the VALS report provided a very interesting
depiction of myself. Although there were
some views that I disagreed with, many of the attributes of the categories I
received were fairly accurate as well.
For the Secondary
VALS type, I received the Innovator.
Innovators are supposedly successful, have high self-esteem,
take-charge, and are receptive to new technology. They also say that Innovators value their
image in order to express taste, image, and personality. Although I wouldn’t call myself wrapped up in
my image, I would say that the way I present myself is due to those three
characteristics. I also agree with most
of the descriptive words used to describe Innovators, however the Favorite
Things list didn’t feature any actual favorites (maybe sparkling water).
For my Primary
VALS type, I was told I was an Experiencer.
I was surprised at how accurate some of their depictions of me seemed to
be. I am a very enthusiastic person, and
can be pretty impulsive sometimes. I also
definitely spend a fair share of my spending money on entertainment and social
activities. Even the Favorite Things
list features things I enjoy such as Rolling
Stone magazine, VW vans, and being entertained.
In general I don’t find it
effective to categorize people in a way such as this, but the fact that based
on a short survey they were able to come to a conclusion on my characteristics
and interests is very impressive. Even
though the survey was not perfectly accurate, I can understand why this could
be useful to better understand consumer behavior.
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