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As a consumer group, Innovators exhibit all three primary motivations in varying degrees.

The U.S. VALS Framework graphic

Members of this group typically:

  • Are always taking in information (antennas up)
  • Are confident enough to experiment
  • Make the highest number of financial transactions
  • Are skeptical about advertising
  • Have international exposure
  • Are future oriented
  • Are self-directed consumers
  • Believe science and R&D are credible
  • Are most receptive to new ideas and technologies
  • Enjoy the challenge of problem solving
  • Have the widest variety of interests and activities.

Source: Nationally representative samples of more than 50,000 US adults age 18 and older from VALS™/GfK MRI and SBI proprietary studies annually.