Segmentation Techniques 1
Segmentation Techniques
Dannielle Dunagan
MKT/571
April 11, 2016
Patricia Girardi
Segmentation Techniques
Introduction
In the world of business, stable business is the key to success. To ensure that a company has a
stable money making business there are some things that have to be done. It requires much
research to understand the importance of having a stable money making business and complete
knowledge of the product that a company is investing in. The VALS Survey will help identify the
VALS type of person taking the survey. The purpose of a VALS Survey is to, “find out about a
person’s product ownership, media preference, hobbies, additional demographics, or attitudes”
Strategic Business Insight (2009-2016). These questions are integrated into a survey to provide
information about a persons uses, investments, and how they save money. Then look at the
Nielsen PRIZM which, “defines every U.S. household in terms of 66 demographical and
behaviorally distinct types to help marketerts discern those consumers’ likes, dislikes, lifestyles
and purchase behaviors” Nielsen PRIZM (2016). With Nielsen, PRIZM segmentation marketers
can better understand their customers and prospects which will allow them to reach them with
tailored messages and products designed just for them.
VALS Survey
According to the VALS survey my primary type is “Achievers” and my secondary
type is “Thinkers”. As a consumer, Achievers have high resources and are achievement
motivated. Members of this group according to my VALS Survey believe money is a source of
authority, are committed to family and job, are goal oriented, are private, are professional and
value technology that provides a productivity boost (Strategic Business Insight 2009-2016). As a
