VALS and TAGS

VALS (Values and Lifestyles)

Thinkers- is a category of people who are motivated by ideals. Order, knowledge and responsibility are important to them. They are well educated. Reasonable incomes.

Values are: Durability, functionality, value in products.

Believers- is a category of people who are motivated by ideals. Moral codes and established order are important to them.

Values are: Familiar products and tend to be loyal customers.

Achievers- Motivated by the desire to succeed and are goal orientated, they are not big TV watchers and are time savers because they are always busy.

Strivers- Want to be something, but can’t quite get there, they are active consumers (as much as allows).

Experiencers- they are motivated by self-expression. They will try anything, go out and do anything. They are people that are enthusiastic and are Avid consumers.

Makers- Motivated by self-expression, practical work is a focus, tend to be suspicious and they are people that tend to be unimpressed by material possessions. They are more comfortable with basics rather than luxury gifts.

Innovators- Large disposable income, and they are people who enjoy the finer things in life. They are successful and sophisticated.

Survivors- People with few resources are considered survivors. They will be loyal to familiar brands and are modest consumers.

TAGS (Target Audience Grouping System)

Liberal Sophisticates- Well off and informed.

(Low consumers of TV)

Young Hopefuls- Half of 15- 24 years. Low incomes.

(High TV and Radio)

Settled Seniors- 57% are over 55, low income but good savers.

They are conservative and tend to stick to well known and familiar brands.

(TV and Radio; Newspaper, but not magazines)

Struggling Young Families- Centred around family, stick to a low budget.

(Low Media Consumers)

Comfortable Full-Nesters- Higher incomes, older, family orientated.

(Low TV, high DVD; High Media Consumers)

Lonely and Dissatisfied- Primarily older, lonely, and seem to have no purpose.

(Low Media Consumers)

Affluent Acquirers- Young 15-39 age group, are active consumers in all forms.

(Low TV, High Radio; Huge Media Consumers)

The Next Generation- 10-14 age group, this category accounts for 9% of the group above the age of 10.

(TV Dominated and Very Active)