---
title: Psychographic Profiling
summary: Profile customers by values, attitudes, interests, lifestyle, and personality to predict and influence buying behavior.
est_minutes: 22
sort: 4
---

#### LESSON 1: Values, Attitudes, Interests, Lifestyle, and Personality - The Five Dimensions

Psychographics measure how people think, not who they are. These five dimensions capture different aspects of psychology that drive behavior.

Most businesses only scratch the surface. They say "our customer values quality." That's not psychographic profiling. That's a guess.

Real psychographic profiling is systematic and specific.

**Dimension 1: Values - What Drives Decisions**

Values are fundamental beliefs about what matters. They determine priorities and trade-offs.

**Understanding Values**

Values are hierarchical. Everyone values multiple things, but priorities differ.

Example:

Two customers both value:

- Quality
- Price
- Speed
- Convenience

But priority order differs:

- Customer A: Speed > Convenience > Quality > Price
- Customer B: Quality > Price > Speed > Convenience

Same values. Completely different purchase behavior.

Customer A pays premium for fast delivery and easy checkout. Customer B researches extensively, waits for sales, accepts slower shipping.

Your marketing must speak to priority order, not just presence of values.

**The Value Dimensions Framework**

Map customers on key value dimensions.

**Value Dimension 1: Quality vs Price**

Customers fall somewhere on a spectrum from quality-focused (premium willing) to price-focused (budget-conscious).

Quality-focused indicators:

- Buys premium brands
- Researches quality metrics
- Willing to pay 20-50% more
- Keeps products long-term
- Values craftsmanship, materials, performance

Price-focused indicators:

- Compares prices extensively
- Uses coupons/discount codes
- Shops sales and clearance
- Switches brands for better price
- Values "getting a deal"

Marketing implications:

- Quality-focused: "Built to last," "Premium materials," "Worth the investment"
- Price-focused: "Best value," "Save 30%," "More for less"

**Value Dimension 2: Convenience vs Cost Savings**

Customers fall somewhere on a spectrum from convenience-focused (time is money) to cost savings-focused (money is money).

Convenience-focused indicators:

- Pays for delivery vs picking up
- Pays for done-for-you vs DIY
- Values one-click purchasing
- Subscribes to save time
- Will pay premium to avoid hassle

Cost savings-focused indicators:

- DIY when possible
- Shops around for best deal
- Invests time to save money
- Reads reviews and compares
- Accepts inconvenience for savings

Marketing implications:

- Convenience: "Delivered to your door," "Done in 5 minutes," "No hassle"
- Cost savings: "Save $500," "DIY option available," "Compare and save"

**Value Dimension 3: Innovation vs Tradition**

Customers fall somewhere on a spectrum from innovation-focused (early adopter) to tradition-focused (proven solutions).

Innovation-focused indicators:

- Tries new products/services
- Excited by "new" and "first"
- Willing to take risks on unproven
- Follows tech/industry trends
- Values being ahead of curve

Tradition-focused indicators:

- Prefers established brands
- Waits for proof before trying
- Values longevity and track record
- Skeptical of "new and unproven"
- Comfort in familiar

Marketing implications:

- Innovation: "Be the first," "Revolutionary," "The future of..."
- Tradition: "Trusted since 1950," "Proven by thousands," "Time-tested"

**Value Dimension 4: Status vs Practicality**

Customers fall somewhere on a spectrum from status-focused (image matters) to practicality-focused (function matters).

Status-focused indicators:

- Buys recognizable brands
- Values what others think
- Posts purchases on social media
- Pays for visible upgrades
- Associates product with identity

Practicality-focused indicators:

- Buys based on functionality
- Doesn't care about brand recognition
- Values performance over appearance
- Keeps products private/personal
- Utility-first mindset

Marketing implications:

- Status: "Join [impressive companies]," "Trusted by industry leaders"
- Practicality: "Gets the job done," "Pure performance," "No frills"

**Value Dimension 5: Experiences vs Possessions**

Customers fall somewhere on a spectrum from experience-focused (memories over things) to possession-focused (ownership over rental).

Experience-focused indicators:

- Spends on travel, events, activities
- Values stories and memories
- Prefers subscription/access over ownership
- Minimalist with possessions
- "Collect moments not things"

Possession-focused indicators:

- Spends on durable goods
- Values ownership
- Prefers buying over renting
- Builds collections
- "I want to own it"

Marketing implications:

- Experience: "Create memories," "Access without ownership," "Your story"
- Possession: "Yours to keep," "Build your collection," "Lifetime ownership"

**How to Identify Customer Values**

Don't guess. Ask and observe.

**Method 1: Direct Questions**

Ask customers: "When choosing a [product category], what matters most to you?"

Responses reveal values:

- "I need it fast" reveals they value speed
- "I want the best quality" reveals they value quality over price
- "I need a good deal" reveals they value price
- "I want something reliable" reveals they value proven over innovative

**Method 2: Trade-Off Questions**

Force prioritization: "If you had to choose between faster delivery for $20 more or free shipping in 7 days, which would you choose?"

Choices reveal value priority.

**Method 3: Behavioral Analysis**

What do they actually do?

- Always pays for expedited shipping? Values speed/convenience
- Always uses discount codes? Values price
- Buys premium brand despite alternatives? Values quality/status

Actions reveal true values better than words.

**Dimension 2: Attitudes - How They View The World**

Attitudes are opinions and perspectives on specific topics. They predict how customers approach decisions.

**Attitude 1: Toward Technology**

Customers fall somewhere on a spectrum from tech enthusiast (early adopter) to tech skeptic (late majority).

Tech enthusiast:

- Excited by new technology
- First to try new apps/tools
- Follows tech news
- Willing to learn new interfaces
- "I love trying new tools"

Tech skeptic:

- Resistant to change
- Prefers familiar tools
- Needs extensive proof
- Frustrated by learning curves
- "If it ain't broke..."

Why it matters:

- Tech enthusiast: Can sell on vision and future potential
- Tech skeptic: Need proof, testimonials, guarantee, hand-holding

**Attitude 2: Toward Risk**

Customers fall somewhere on a spectrum from risk-seeking (experimental) to risk-averse (cautious).

Risk-seeking:

- Tries unproven solutions
- Doesn't need 100% certainty
- Excited by potential upside
- "Let's try it and see"
- Makes fast decisions

Risk-averse:

- Needs proof and guarantees
- Requires extensive validation
- Focuses on downside protection
- "What if it fails?"
- Makes slow, careful decisions

Why it matters:

- Risk-seeking: Shorter sales cycle, less proof needed, focus on opportunity
- Risk-averse: Longer sales cycle, extensive case studies, money-back guarantee, trial periods

**Attitude 3: Toward Change**

Customers fall somewhere on a spectrum from change embracer (proactive) to change resister (reactive).

Change embracer:

- Constantly improving/optimizing
- Actively seeks better solutions
- Proactive problem-solver
- "How can we do this better?"

Change resister:

- Maintains status quo
- Only changes when forced
- Reactive to problems
- "We've always done it this way"

Why it matters:

- Change embracer: Receptive to "better way" messaging, sell on improvement
- Change resister: Need crisis/pain point first, sell on risk of not changing

**Attitude 4: Toward Authority and Social Proof**

Customers fall somewhere on a spectrum from independent thinker (contrarian) to social validator (consensus-seeker).

Independent thinker:

- Makes own decisions
- Skeptical of popularity
- Trusts own research
- "I don't care what others think"

Social validator:

- Influenced by others
- Wants peer validation
- Trusts social proof
- "What do others use?"

Why it matters:

- Independent: Focus on data, logic, unique benefits
- Social validator: Show testimonials, "Join 10,000 customers," case studies

**How to Identify Attitudes**

**Method 1: Question Patterns**

Listen for language patterns.

Risk-averse says:

- "What if it doesn't work?"
- "Do you have a guarantee?"
- "How do I know this will work?"

Risk-seeking says:

- "Let's try it"
- "What's the upside?"
- "How fast can we start?"

**Method 2: Decision Timeline**

How long do they take to decide?

- Fast (days): Risk-seeking, change embracer
- Medium (weeks): Balanced
- Slow (months): Risk-averse, change resister

**Method 3: Information Requests**

What do they ask for?

- Case studies, references, proof reveals risk-averse, social validator
- Product specs, roadmap, vision reveals risk-seeking, independent
- Nothing, just wants to start reveals risk-seeking, change embracer

**Dimension 3: Interests - What They Engage With**

Interests tell you where to find customers and what content resonates.

**Professional Interests (B2B)**

What topics do they engage with? Categories:

- Leadership and management
- Sales and marketing
- Operations and efficiency
- Finance and analytics
- Technology and tools
- Industry-specific topics

Example profiling. A VP of Operations reads:

- Operations blogs (OpEx, process improvement)
- Efficiency podcasts
- SaaS operations content
- Automation and tool reviews

Implications:

- Content topics: Operational efficiency, scaling systems
- Channels: Operations podcasts, LinkedIn, industry blogs
- Partnerships: Ops tool companies

**Personal Interests (B2C)**

What do they care about outside work? Categories:

- Health and fitness
- Personal finance
- Travel and adventure
- Food and cooking
- Home and DIY
- Fashion and style
- Entertainment
- Family and parenting
- Technology and gadgets

Example profiling. A health-conscious professional engages with:

- Fitness apps and wearables
- Nutrition blogs and podcasts
- Meal prep content
- Wellness influencers

Implications:

- Content topics: Health optimization, time-efficient fitness
- Channels: Health podcasts, fitness apps, wellness Instagram
- Partnerships: Fitness brands, health influencers

**How to Identify Interests**

**Method 1: Direct Question**

- "What podcasts do you listen to?"
- "What blogs or newsletters do you read?"
- "What conferences do you attend?"

Answers reveal interests and channels.

**Method 2: Social Media Analysis**

Who do they follow? What content do they share? What hashtags do they use?

This reveals authentic interests (not what they say, what they do).

**Method 3: Content Engagement**

What content do they consume from you?

- Only click on efficiency content reveals interest in efficiency
- Engage with leadership posts reveals interest in leadership
- Ignore technical deep-dives reveals no interest in technical details

**Dimension 4: Lifestyle - How They Live**

Lifestyle captures day-to-day reality: time constraints, work patterns, life structure.

**Lifestyle Dimension 1: Time Availability**

Customers fall somewhere on a spectrum from time-rich (flexible) to time-poor (constrained).

Time-rich:

- Flexible schedule
- Can invest time in research
- Willing to DIY
- Accepts slower processes

Time-poor:

- Extremely constrained
- Needs speed and convenience
- Pays for time-saving
- Cannot tolerate delays

Marketing implications:

- Time-rich: Can educate, longer content, DIY options
- Time-poor: "5-minute setup," "Done for you," "No time required"

**Lifestyle Dimension 2: Work Intensity**

Customers fall somewhere on a spectrum from work-life balance (40 hours) to workaholic (60+ hours).

Balanced:

- 40-50 hour work weeks
- Clear work-life boundaries
- Available for personal time
- Can attend daytime events

Workaholic:

- 60+ hour work weeks
- Work bleeds into personal
- Always "on"
- Limited personal availability

Marketing implications:

- Balanced: Can engage during work hours, values efficiency to protect personal time
- Workaholic: Responds to evening emails, values tools that work 24/7, time-saving critical

**Lifestyle Dimension 3: Family Structure**

Family structure impacts priorities and constraints.

Single/no children:

- More disposable income
- More time flexibility
- Self-focused purchasing
- Career-oriented

Partnered/no children:

- Household income
- Shared decisions
- Experience-focused
- Dual careers

Parents (young children):

- Extremely time-constrained
- Family-focused purchasing
- Convenience premium
- Safety-conscious

Empty nesters:

- High disposable income
- Time available
- Experience-focused
- Less price-sensitive

**How to Identify Lifestyle**

**Method 1: Day-in-the-Life Questions**

"Walk me through a typical day." Reveals:

- When they work
- How much free time
- What constraints exist
- What priorities compete

**Method 2: Timing Patterns**

When do they engage?

- Email opens at 6am? Early riser, likely time-constrained
- Responds at 10pm? Works late, workaholic pattern
- Engagement on weekends? Busy during week

**Method 3: Direct Constraints**

"What's your biggest challenge with [category]?" Listen for lifestyle constraints:

- "No time" reveals time-poor
- "Too busy to learn" reveals time-poor, needs simplicity
- "Need it to work around my schedule" reveals a flexibility constraint

**Dimension 5: Personality - How They Make Decisions**

Personality traits predict decision-making style and communication preferences.

**Personality Dimension 1: Decision-Making Style**

Four primary styles:

Analytical:

- Needs data and proof
- Researches extensively
- Compares options systematically
- Slow to decide, confident when decided
- "Show me the numbers"

Intuitive:

- Trusts gut feeling
- Decides based on vision/emotion
- Fast decisions
- Less concerned with data
- "This feels right"

Social:

- Needs peer validation
- Seeks opinions from others
- Influenced by testimonials
- Moderate decision speed
- "What do others think?"

Methodical:

- Follows structured process
- Needs to check all boxes
- Risk-averse and thorough
- Slow, deliberate decisions
- "I need to think about this"

How to sell to each:

- Analytical: Provide ROI calculators, case studies, data sheets
- Intuitive: Lead with vision, demo experience, storytelling
- Social: Show testimonials, customer count, peer validation
- Methodical: Structured presentations, checklists, step-by-step process

**Personality Dimension 2: Communication Preference**

Customers fall somewhere on a spectrum from direct/concise to detailed/thorough.

Direct/concise:

- Wants bottom line first
- Impatient with details
- Prefers bullet points
- "Just tell me: yes or no?"

Detailed/thorough:

- Wants complete information
- Enjoys deep explanations
- Reads documentation
- "Tell me everything"

Marketing implications:

- Direct: Short emails, clear CTAs, executive summaries
- Detailed: Long-form content, comprehensive guides, detailed specs

**Personality Dimension 3: Achievement Orientation**

Customers fall somewhere on a spectrum from achievement-driven (goal-focused) to affiliation-driven (relationship-focused).

Achievement-driven:

- Motivated by goals and metrics
- Competitive
- Status-conscious
- "I want to win"

Affiliation-driven:

- Motivated by belonging
- Collaborative
- Community-oriented
- "I want to connect"

Marketing implications:

- Achievement: "Be the best," leaderboards, competitive framing
- Affiliation: "Join our community," "You're not alone," collaboration

**How to Identify Personality**

**Method 1: Communication Style Observation**

How do they communicate?

- Short emails, gets to point reveals direct
- Long emails, lots of context reveals detailed
- Asks for data and proof reveals analytical
- Talks about vision and feeling reveals intuitive

**Method 2: Decision Process Observation**

What's their buying process?

- Requests ROI model reveals analytical
- Asks "who else uses this?" reveals social
- Decides in one conversation reveals intuitive
- Wants to think for weeks reveals methodical

**Method 3: Content Engagement**

What content do they consume?

- Data-heavy reports reveals analytical
- Vision/thought leadership reveals intuitive
- Case studies/testimonials reveals social
- How-to guides/processes reveals methodical

**Putting All Five Dimensions Together**

Complete psychographic profile example.

Customer: Sarah

Values (priority order):

1. Convenience
2. Quality
3. Speed
4. Price

Attitudes:

- Tech enthusiast (early adopter)
- Moderate risk tolerance (calculated)
- Change embracer (proactive)
- Independent thinker (low social proof need)

Interests:

- Personal productivity
- Health and wellness
- Time optimization
- Entrepreneurship

Lifestyle:

- Extremely time-constrained (60+ hour weeks)
- Workaholic pattern
- Urban, no children
- High disposable income

Personality:

- Intuitive decision-maker
- Direct communication preference
- Achievement-oriented

Marketing implications:

- Messaging: "Get your time back without sacrificing quality"
- Channels: Productivity podcasts, entrepreneurship blogs
- Content: Vision-focused, benefit-driven, concise
- Sales process: Fast, focus on time ROI, minimal proof needed
- Offer: Premium price acceptable, emphasize convenience

This is a complete psychographic profile that predicts behavior.

#### LESSON 2: How to Uncover Psychographic Data Without Expensive Research

Most businesses think psychographic profiling requires expensive market research. It doesn't.

You can extract psychographic insights from conversations you're already having.

**Method 1: Customer Interviews (The Gold Standard)**

Customer interviews reveal psychographics better than any other method.

Who to interview:

- Best customers (top 20% by LTV)
- Recent customers (last 90 days)
- Different segments (if you have multiple)
- Lost customers (to understand mismatch)

Target: 10-15 interviews minimum.

**The Psychographic Interview Framework**

Opening (build rapport): "Thanks for taking time. I want to understand how customers like you think about [category] so we can serve you better. There are no wrong answers, I just want your honest perspective."

Section 1: Values discovery. Goal: understand what they prioritize.

"When you were looking for a solution in [category], what mattered most to you?"

Listen for:

- Speed, quality, price, convenience mentions
- Trade-off language ("I needed X more than Y")
- Priority order

Follow-up: "If you had to pick one: [value A] or [value B], which matters more?" Forces prioritization.

Section 2: Attitudes discovery. Goal: understand how they view your category and change.

"How do you generally feel about trying new tools/solutions in this space?"

Listen for:

- Early adopter language ("I love trying new things")
- Risk-averse language ("I need to be sure it works first")
- Change resistance ("We've tried before and it didn't work")

Follow-up: "What would make you switch from a solution you're currently using?" Reveals what overcomes inertia.

Section 3: Interests discovery. Goal: find where they spend attention.

"What podcasts, blogs, or newsletters do you read regularly?" "What industry events or communities are you part of?"

Listen for:

- Specific shows, publications, influencers
- Topics they follow
- Where they learn

Section 4: Lifestyle discovery. Goal: understand time constraints and daily reality.

"Walk me through a typical day/week for you."

Listen for:

- Work hours
- Time pressure
- What consumes their time
- What they wish they had more time for

Follow-up: "What's your biggest time sink or frustration?" Reveals pain points and constraints.

Section 5: Personality/decision-making discovery. Goal: understand how they make decisions.

"When you were deciding to buy from us, what information did you look for?"

Listen for:

- Data requests, which reveal analytical
- Peer validation requests, which reveal social
- Vision/feeling, which reveals intuitive
- Process, which reveals methodical

Follow-up: "What almost stopped you from buying?" Reveals hesitations and decision-making fears.

Section 6: Problem context. Goal: understand motivation and severity.

"What problem were you trying to solve when you found us?" "What were you using before? Why did that stop working?" "Why did you decide to buy now versus six months ago?"

Listen for:

- Urgency drivers
- Trigger events
- Pain severity
- Desired outcomes

Closing: "Is there anything else about how you think about [category] that would help us serve you better?" Often reveals unexpected insights.

**Interview Analysis**

After 10 interviews, look for patterns.

Pattern recognition table:

| Customer | Values Priority | Risk Attitude | Decision Style | Time Constraint |
|---|---|---|---|---|
| Customer 1 | Convenience > Quality | Risk-seeking | Intuitive | Extreme |
| Customer 2 | Quality > Price | Risk-averse | Analytical | Moderate |
| Customer 3 | Convenience > Speed | Risk-seeking | Intuitive | Extreme |
| ... | ... | ... | ... | ... |

Identify patterns appearing in 70%+ of customers. Example:

- 80% value convenience over price
- 75% are risk-seeking/moderate (not risk-averse)
- 70% are intuitive or social decision-makers
- 85% are extremely time-constrained

This becomes your psychographic profile.

**Method 2: Survey Questions**

Can't interview everyone? Survey them.

Psychographic survey template.

Values section. "Rank these in order of importance when choosing [product category]:"

- Speed of delivery
- Quality of product
- Price/cost
- Customer service
- Brand reputation

Attitudes section. "Which best describes you?"

- I love trying new products (early adopter)
- I try new products after some research (early majority)
- I wait until products are proven (late majority)
- I stick with what I know (laggard)

Lifestyle section. "How would you describe your current schedule?"

- Very busy, no free time
- Busy but manageable
- Moderate workload
- Flexible schedule

Decision-making section. "When making purchase decisions, I:"

- Need extensive research and data
- Trust my gut feeling
- Ask friends/colleagues for recommendations
- Follow a structured evaluation process

Keep surveys short: 8-10 questions maximum. Incentivize: offer a discount or entry to win a gift card. Target: 50-100 responses minimum.

**Method 3: Behavioral Data Analysis**

What customers do reveals psychographics.

Data point 1: purchase behavior. Time from awareness to purchase:

- Under 1 day reveals risk-seeking, intuitive
- 1-7 days reveals moderate, social
- 7-30 days reveals risk-averse, analytical
- 30+ days reveals very risk-averse, methodical

Data point 2: content consumption. If they consume:

- Data-heavy case studies reveals analytical personality
- Vision/thought leadership reveals intuitive personality
- Customer testimonials reveals social personality
- How-to guides reveals methodical personality

Data point 3: support interactions. How do they interact with support?

- Detailed questions, wants documentation reveals analytical, detailed preference
- Quick questions, just wants answer reveals direct, concise preference
- Asks what others do reveals social validator
- Rarely asks, figures it out reveals independent

Data point 4: pricing behavior. Do they:

- Always use discount codes? Values price
- Pay full price for fast shipping? Values convenience/speed
- Buy premium tier immediately? Values quality/status
- Start with free/cheapest tier? Price-conscious or risk-averse

**Method 4: Social Listening**

What do they say publicly?

LinkedIn analysis (B2B). What do they post about?

- Efficiency/productivity reveals they value optimization
- Thought leadership reveals they value innovation/status
- Team/culture reveals they value people/relationships

What content do they share? Reveals interests and values alignment.

Online reviews. What do customers mention in reviews?

Positive reviews reveal values:

- "So fast!" reveals they value speed
- "Best quality I've found" reveals they value quality
- "Great price" reveals they value cost savings
- "Easy to use" reveals they value convenience

Negative reviews reveal values:

- "Took too long" reveals they value speed
- "Not worth the price" reveals they value cost savings
- "Confusing interface" reveals they value simplicity

**Method 5: Sales Call Analysis**

What do prospects ask about in sales calls? Question patterns reveal psychographics.

Analytical buyer questions:

- "Can you send me case studies?"
- "What's the ROI?"
- "Do you have data on this?"

Intuitive buyer questions:

- "How does this work?" (wants to see it)
- "Can we start this week?"
- "This looks great, let's do it"

Social buyer questions:

- "Who else uses this?"
- "Can I talk to a customer?"
- "What do people say about you?"

Methodical buyer questions:

- "What's the implementation process?"
- "What happens if X?"
- "Walk me through step by step"

Sales team can log these patterns.

**Combining Methods for a Complete Picture**

Best approach: use multiple methods.

Foundation: interviews (qualitative, deep).

- Interview 10-15 best customers
- Extract values, attitudes, lifestyle, personality

Scale: survey (quantitative, broad).

- Survey 100+ customers
- Validate patterns from interviews
- Get statistical distribution

Enhance: behavioral data (objective).

- Analyze purchase timing
- Track content engagement
- Monitor support patterns

Supplement: social listening (real-world).

- Review LinkedIn posts
- Analyze reviews
- Track sales call patterns

Result: a validated psychographic profile backed by multiple data sources.

#### LESSON 3: VALS Framework and B2B Psychographic Profiling

You've learned how to extract psychographic data. Now you need frameworks to organize it.

For B2C, use VALS. For B2B, use decision-making and risk frameworks.

**Part 1: The VALS Framework (B2C)**

VALS (Values and Lifestyles) is the most widely used psychographic segmentation system in the world.

Developed by Strategic Business Insights, VALS classifies consumers into 8 segments based on two dimensions.

Dimension 1: primary motivation. What drives their choices?

- Ideals: Guided by knowledge and principles
- Achievement: Guided by desire for achievement and status
- Self-Expression: Guided by desire for social/physical activity, variety, risk

Dimension 2: resources. Psychological, physical, demographic, and material resources:

- High resources (more education, income, energy, self-confidence)
- Low resources (fewer resources, more constrained)

**The 8 VALS Segments**

**Segment 1: Innovators (High Resources, All Motivations)**

Characteristics:

- Highest income
- High self-esteem
- Abundant resources
- Open to change
- Early adopters
- Image is important but not just status, also about expression

Psychographic profile:

- Values: Innovation, quality, sophisticated products
- Attitudes: Change embracers, risk-seeking
- Interests: Diverse, cutting-edge
- Lifestyle: Active, upscale
- Personality: Achievement + self-expression

Marketing approach:

- Premium products
- Innovation emphasis
- "Be first" messaging
- High-end channels

Example products: Tesla, Apple Watch, high-end travel.

**Segment 2: Thinkers (High Resources, Ideals-Motivated)**

Characteristics:

- Mature, reflective, well-educated
- Value knowledge and responsibility
- Practical, value-conscious
- Research extensively before purchasing

Psychographic profile:

- Values: Quality, durability, functionality, value
- Attitudes: Conservative, risk-averse
- Interests: Intellectual, cultural
- Lifestyle: Home-centered, deliberate
- Personality: Analytical, methodical

Marketing approach:

- Emphasize longevity and value
- Provide detailed information
- Credibility and authority
- Educational content

Example products: Consumer Reports subscriptions, quality appliances, educational products.

**Segment 3: Achievers (High Resources, Achievement-Motivated)**

Characteristics:

- Goal-oriented, career-focused
- Deep commitment to family and career
- Conservative, traditional
- Favor established prestige products

Psychographic profile:

- Values: Success, status, control, predictability
- Attitudes: Traditional, status-conscious
- Interests: Professional advancement, family
- Lifestyle: Work-focused, time-pressured
- Personality: Achievement-driven, methodical

Marketing approach:

- Status and success imagery
- Time-saving benefits
- Prestige brands
- "For successful professionals"

Example products: Luxury cars, premium business services, executive coaching.

**Segment 4: Experiencers (High Resources, Self-Expression-Motivated)**

Characteristics:

- Young, enthusiastic, impulsive
- Seek variety and excitement
- Avid consumers
- Spend high proportion of income on fashion, entertainment, socializing

Psychographic profile:

- Values: Experiences, excitement, social interaction
- Attitudes: Risk-seeking, change embracing
- Interests: Sports, outdoor recreation, social
- Lifestyle: Active, spontaneous
- Personality: Intuitive, socially-oriented

Marketing approach:

- Excitement and novelty
- Social experiences
- "Live for now" messaging
- Image and style

Example products: Adventure travel, festivals, trendy fashion, action sports.

**Segment 5: Believers (Low Resources, Ideals-Motivated)**

Characteristics:

- Conservative, conventional
- Strong principles, deep-rooted codes
- Established routines
- Favor American/familiar brands

Psychographic profile:

- Values: Tradition, family, community, faith
- Attitudes: Conservative, change-resistant
- Interests: Family, home, community, religion
- Lifestyle: Traditional, routine-focused
- Personality: Loyal, methodical

Marketing approach:

- Traditional values
- Family-oriented
- Familiar, trusted brands
- "Time-tested" messaging

Example products: Traditional brands (Coca-Cola, Levi's), religious products, family-oriented services.

**Segment 6: Strivers (Low Resources, Achievement-Motivated)**

Characteristics:

- Trendy, fun-loving
- Resource-constrained
- Deeply care about opinions of others
- Favor stylish products that emulate purchases of higher-resource groups

Psychographic profile:

- Values: Style, approval, status (but limited budget)
- Attitudes: Status-conscious, socially-influenced
- Interests: Fashion, entertainment, social media
- Lifestyle: Budget-constrained, image-focused
- Personality: Social validator, aspiration-driven

Marketing approach:

- Affordable status
- "Look like you spent more"
- Social proof heavy
- Aspirational imagery

Example products: Fast fashion, budget smartphones with premium features, knockoff brands.

**Segment 7: Makers (Low Resources, Self-Expression-Motivated)**

Characteristics:

- Practical, self-sufficient
- Value self-sufficiency
- Focused on family, work, physical recreation
- Suspicious of new ideas
- Respect government authority but resent intrusion

Psychographic profile:

- Values: Practicality, self-sufficiency, traditional gender roles
- Attitudes: Conservative, skeptical of theory
- Interests: Construction, automotive, outdoors, DIY
- Lifestyle: Hands-on, traditional
- Personality: Independent, practical

Marketing approach:

- Functionality over style
- DIY and practical applications
- "Built to last"
- Value-oriented

Example products: Tools, trucks, DIY products, practical outdoor gear.

**Segment 8: Survivors (Lowest Resources, No Clear Motivation)**

Characteristics:

- Oldest, lowest income
- Too few resources to be strongly motivated
- Focus on meeting needs, not fulfilling desires
- Cautious consumers, loyal to favorite brands

Psychographic profile:

- Values: Safety, security, familiar
- Attitudes: Risk-averse, change-resistant
- Interests: Limited by resources
- Lifestyle: Constrained, survival-focused
- Personality: Cautious, brand-loyal to familiar

Marketing approach:

- Low prices
- Familiarity and comfort
- Basic benefits
- Accessibility

Example products: Generic brands, basic necessities, value stores.

**How to Use VALS for Your Business**

Step 1: Take the VALS survey yourself. Go to strategicbusinessinsights.com/vals and take the survey. Understand how the framework works firsthand.

Step 2: Identify which segments your product serves. Not every product serves every segment.

Example: a premium meal delivery service likely serves:

- Innovators (early adopters, willing to try)
- Thinkers (value quality and health)
- Achievers (time-poor, willing to pay for convenience)

It does not serve:

- Believers (prefer traditional home cooking)
- Survivors (price-prohibitive)
- Makers (prefer DIY)

Step 3: Profile your best customers against VALS. Survey customers or analyze behavioral data to determine which VALS segments they fit.

Step 4: Tailor marketing by segment. Different segments need different messaging:

- For Innovators: "Revolutionary approach to healthy eating"
- For Thinkers: "Nutritionist-designed meals, organic ingredients"
- For Achievers: "Healthy meals in 5 minutes, no planning required"

**Part 2: B2B Psychographic Profiling**

B2B psychographics are different. You're profiling decision-makers and companies, not consumers.

**Dimension 1: Decision-Making Style (Individual Level)**

Four decision-making archetypes.

The Analyst:

- Needs ROI models and data
- Slow to decide, thorough evaluation
- Risk-averse, wants proof
- Asks: "Show me the numbers"

How to sell:

- Provide detailed case studies
- Build ROI calculator
- Offer pilot/trial
- Data-heavy presentations

The Visionary:

- Buys into vision and possibility
- Fast to decide when inspired
- Risk-tolerant, future-focused
- Asks: "What could this become?"

How to sell:

- Lead with vision and transformation
- Show what's possible
- Demo the future state
- Thought leadership

The Relationship Builder:

- Needs trust and rapport
- Moderate decision speed
- Wants partnership, not just vendor
- Asks: "Can I trust you?"

How to sell:

- Invest in relationship building
- Multiple touchpoints
- Personal connection
- Customer success focus

The Pragmatist:

- Needs practical proof it works
- Methodical evaluation
- Risk-aware but rational
- Asks: "Will this actually work for us?"

How to sell:

- Show similar customer success
- Practical implementation plan
- Reference customers like them
- Clear, realistic expectations

**Dimension 2: Risk Tolerance (Company Level)**

Company risk archetypes.

Risk-seeking companies:

- Startups, high-growth companies
- First to try new solutions
- Willing to be beta customers
- Value innovation over proven

Characteristics: fast decision cycles, experimental culture, less bureaucracy, vision-driven leadership.

Marketing approach: "Be first" positioning, innovation emphasis, speed to value, partnership mentality.

Risk-balanced companies:

- Growth-stage companies
- Need some proof but willing to move
- Calculated risks
- Balance innovation and stability

Characteristics: moderate decision cycles, data-informed but not paralyzed, some process not excessive, growth-focused leadership.

Marketing approach: show momentum (customers, growth), provide case studies, ROI focus, clear implementation path.

Risk-averse companies:

- Mature enterprises
- Need extensive proof
- Late adopters
- Prioritize stability over innovation

Characteristics: long decision cycles, extensive evaluation process, heavy bureaucracy, conservative leadership.

Marketing approach: extensive proof points, enterprise credentials, security/compliance focus, reference customers (big names).

**Dimension 3: Innovation Orientation**

Where does the company fall on innovation adoption?

- Innovators (2.5% of market): Cutting edge, experimental. Take risks on unproven. Often have innovation budget.
- Early Adopters (13.5%): Visionary, but more pragmatic than innovators. Opinion leaders. Willing to take calculated risks.
- Early Majority (34%): Deliberate, need some proof. Risk-averse but don't want to fall behind. Wait for category to mature.
- Late Majority (34%): Skeptical, need extensive proof. Adopt only when necessary. Price-sensitive.
- Laggards (16%): Traditional, resist change. Only adopt when forced. Lowest-tier solutions.

Marketing approach varies:

- Innovators/Early Adopters: Innovation, vision, be first
- Early Majority: Proven success, safe choice, ROI
- Late Majority: Extensive proof, low risk
- Laggards: Industry standard, forced adoption

**B2B Psychographic Profile Example**

Company: High-Growth SaaS Startup. Decision-maker: VP of Operations (Sarah).

Individual psychographics:

- Decision style: Visionary + Pragmatist hybrid
- Risk tolerance: Risk-seeking (calculated)
- Communication: Direct, concise
- Personality: Achievement-driven, intuitive

Company psychographics:

- Company risk: Risk-seeking
- Innovation: Early Adopter
- Stage: Growth (Series B)
- Culture: Move fast, data-informed

Values:

- Speed > Perfection
- Innovation > Proven
- Growth > Stability
- Efficiency > Cost

Marketing approach:

- Lead with vision of transformation
- Show velocity benefits
- Include some proof (not extensive)
- Fast sales cycle (2 weeks)
- Emphasize partnership, not vendor relationship
