Description
Answer the following questions:
1. Go to the VALS website (http://www.strategicbusinessinsights.com/vals/ustypes.shtml)
and take a look at the 8 VALS types. Before doing the VALS survey, which type do you
think you fall?
2. Go to http://www.strategicbusinessinsights.com/vals/pres… and take the VALS
survey. Find out in which psychographic group you fall. Is it the same as you think in
question 1? What do you think of this VALS segmentation of consumers?
3. Apply VALS to brands Starbucks and Dunkin. Which VALS type(s) do you think
Starbucks has more appeal to? Which VALS type(s) do you think Dunkin has more
