In response to inquiries from college and university professors, VALS™ provides the following materials for the nonprofit academic community in the United States and Canada only.
VALS Survey Online
Many professors in the United States and Canada encourage their students to take the VALS Survey to learn their VALS type and to learn about the other VALS types in the US Framework. By design, the questions are for use by people whose first language is American English. If students are not citizens of the United States or Canada, their in-country residence should have been long enough for them to know the culture and its idioms. Students who do not meet this condition will not receive an accurate VALS type.
How to Request VALS Materials
Professors at nonprofit institutions can request the following materials by sending an email to . Please note that email requests must originate from a US or Canadian .edu email address. Be sure to specify the title of the material(s) that you are requesting. Also include the name of the course(s) in which you plan to use the material.
VALS Fact Sheet
The VALS Fact Sheet provides a brief overview of the VALS segmentation, the questionnaire, and how the system integrates with data. (Updated August 2018)
VALS US Consumer-Group Profiles
The Consumer-Group Profiles PowerPoint presentation provides an overview of each of the eight US VALS consumer groups. Group descriptions include representative characteristics, demographics, and behaviors. (Updated August 2018)
VALS US Consumer-Group Media-Use Quintiles
This PowerPoint presentation features media-use quintiles for each of the eight US VALS consumer groups. Data are from the VALS™/GfK MRI Fall 2017 study Survey of the American Consumer, and include newspaper, magazine, internet, television, outdoor, and radio use. (Updated August 2018)
VALS US Consumer-Group Media-Use Summaries
The Media-Use Summaries PowerPoint presentation includes one slide for each of the eight US VALS consumer groups with six media behaviors—such as subscription to streaming video services and use of chat, instant messaging, or video chat—plus the two top-ranking media-use quintiles, and Fast Takes. Data are from the VALS™/GfK MRI Fall 2017 study Survey of the American Consumer. (Updated August 2018)
VALS Trends 2018
Similar to last year's VALS Trends, this PowerPoint deck features twelve 2-to-18-year trends by VALS. Six of the twelve trend topics are the same as those featured in 2017, now updated with new data. The other six 2018 trends are new, and include smartwatch ownership, banking on a mobile device, voting, and use of natural beauty products. A comment and a question about each trend are included for discussion purposes. Data are from the VALS™/GfK MRI fall studies. (Published August 2018)
VALS Trends 2017
This PowerPoint deck of twelve 4-to-17-year trends by VALS includes topics that span a variety of behaviors and attitudes, such as the purchase of athletic shoes, heavy use of fast food, and Facebook visits. A comment and a question about each trend are included for discussion purposes. Data are from the VALS™/GfK MRI fall studies. (Published August 2017)
2015: "Celebrities" Survey
In fall 2015, we fielded the "Celebrities" survey. Participation was open to all currently enrolled college and university students who completed the VALS Survey online. The 2015 survey questionnaire, data tables, and How to Read Tables are available.
2014: "Using Mobile Devices" Survey
In fall 2014, we fielded the "Using Mobile Devices" survey. Participation was open to all currently enrolled college and university students who completed the VALS Survey online. The 2014 survey questionnaire, data tables, Survey Highlights, and classroom exercises and discussion topics are available.
Authors who wish to include information about VALS in an upcoming book or publication must request permission to do so.