Thank you for the opportunity to help you with your question!
Marketers use VALS to understand why consumer makes the choice they do. By using VALS to understand the motivations that stimulate consumer behaviour,marketers increase their chance of cutting through today advertizing clutter.
VALS is optimized to identify the major consumer groups in the population. VALS can provide a fresh perspective by"getting into the heads" of customers.It can Innovate new products and service for specific consumer targets.
VALS can locate geographic concentration of Target as well.
Please let me know if you need any clarification. I'm always happy to answer your questions.