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.
Introduction to US VALS™
A PowerPoint presentation provides an overview of the importance of consumer segmentation, the VALS Framework, the eight consumer groups, and examples of some VALS applications. (Updated August 2017)
VALS™ US Consumer-Group Profiles
A PowerPoint presentation provides an overview of each of the eight US VALS consumer groups. Group descriptions include representative characteristics, demographics, and behaviors. (Updated August 2017)
VALS™ US Consumer Groups: Media-Use Quintiles and Summaries
Two PowerPoint presentations—Media-Use Quintiles, and Media Summaries—are available for each of the eight US VALS consumer groups. Data are from the VALS™/GfK MRI Fall 2016 study Survey of the American Consumer, and include newspaper, magazine, internet, television, and radio use. (Updated August 2017)
New for 2017 is a PowerPoint deck of twelve 4- to 17-year trends by VALS. Trend topics span a variety of behaviors and attitudes, such as the purchase of athletic shoes, heavy fast-food users, and Facebook visits. A comment and question about each trend is included for discussion purposes.
When requesting survey data, please limit your request to no more than two surveys.
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.
2013: "The Next Few Years" Survey
In fall 2013, we fielded the "The Next Few Years" survey. Participation was open to all currently enrolled college and university students who completed the VALS Survey online. The 2013 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.