My friend Randy was asked to take the VALS Survey recently, and after reading his results, I was intrigued.  It appears to be a great way of gaining a better understanding of your consumers. their motivation, and how they consume goods and services.

Looking on their site, it’s a short survey, so I checked it out.

My results are:

• Primary Type: Innovators – dominant approach to life
• Secondary Type: Achievers – a particular emphasis on the dominant approach