Good marketing is dependent on reliable research. Rarely is it possible to collect all of the data necessary for a successful marketing campaign in a single survey. As a result, marketers' challenge is to integrate data from multiple surveys or append data from different sources—the use of demographics in such efforts is a common denominator.
Although demographics are important, demographics alone are insufficient for marketing purposes because they do not provide consumer insights. In various surveys, VALS provides a validated method to link studies so that no research findings are lost; understanding the VALS segments expands to increase marketing usability.
The following example of Innovators illustrates the importance of data linkages across time and samples.
- Are novelty seeking
- Have the confidence to experiment, fail, and try again
- Want big-picture context
- Can be contrarians
Data from Client-Proprietary Studies
- 28% of Innovators consider themselves environmentalists (ecoAmerica, 2011)
- 28% of Innovators believe they will be more attractive to date if they have a car (SBI's Peak Car Study 2013)
Data from SBI's MacroMonitor: Macroeconomic Survey of US Households
Snapshot of Innovators' Financials
|Total Financial Assets||$518K|
|Total Investable Assets||$395K|
Financial Attitudes (Mostly Agree)
- I feel comfortable doing financial business on the internet (40%)
- There are better financial products than life insurance for saving or investing (46%)
- I resent executive pay at financial institutions I do business with (47%)
Data from Syndicated Research: VALS™/GfK MRI
- Innovators frequently travel, dine out, and attend a wide variety of art, cultural, and sporting events
- Innovators favor participation in individual over team sports
Relationship with Advertising (Agree Completely)
- Much of advertising is way too annoying (30%)
- I like to look at advertising (2%)