What Are VALs?

VALs, an acronym for Values, Attitudes and Lifestyles, is a tool that market researchers use to define certain niches of an audience. 

Here is an American Market Research company that uses VALs

It is a type of psychographic segmentation (lifestyle profiling) which helps define how a consumer behaves in the market place, as well as predicting future behaviour. 

VALS have been further divided into age categories, adult and teenage.  It is important to consider teenage VALs as today they are the biggest consumer age group. 

Here is a presentation with descriptions for each one of the VALs:

Teenage VALs - What are they?