United Kingdom VALS

Developed in 1995, United Kingdom VALS (UK VALS) identifies UK consumers into one of six core groups. Measures of primary motivations—Tradition, Achievement, and Self-Expression—and high/low resources and innovation define the segments.

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United Kingdom VALS Framework

The United Kingdom's Consumer Groups

  • Activators are at the forefront of innovation, consumer activity, and change and are the most open to new ideas, products, and services. They have wide-ranging interests and a strong sense of personal identity. Activators divide by motivation: Tradition Activators, Achievement Activators, and Self-Expression Activators.
  • Traditionalists focus on preservation. They regulate social change, forcing reassessment of new ideas in the light of proven and established standards and ethical codes.
  • Achievers relate achievements to the fruits of hard work and professional endeavor. They focus on success, status, and family. They value knowledge, influence, and qualifications.
  • Seekers want individuality, self-discovery, display, and action. They actively seek self-gratification, excitement, experimentation, and sociability.
  • Pragmatics like to play safe. They dislike standing out from their peer group and have a relatively low attachment to any particular lifestyle. Similar to Activators, Pragmatic consumers differentiate by motivation: Pragmatic Involvers have a tradition motivation, Pragmatic Rationals have an achievement motivation, and Pragmatic Aspirationals have a self-expression motivation.
  • Constraineds prefer to try to hold on to the familiar and the past. Their world consists of immediate family and a few friends, who reinforce rather than challenge or renew their opinions and ideas.