Values
and Lifestyles
Psychographic Segmentation
Experiencers
Experiencers are young, vital, enthusiastic, impulsive and
rebellious. They seek variety and excitement, savoring the new, the
offbeat, and the risky. Still in the process of formulating life values
and patterns of behavior, they quickly become enthusiastic about new
possibilities but are equally quick to cool. At this stage in their lives,
they are politically uncommitted, uninformed, and highly ambivalent about
what they believe.
Experiencers combine an abstract disdain for conformity with an
outsider's awe of others' wealth, prestige, and power. Their energy finds
an outlet in exercise, sports, outdoor recreation and social activities.
Experiencers are avid consumers and spend much of their income on clothing,
fast food, music, movies, and video.
Various Other
Experiencer-Related Products and Activities
These categories represent
a sample of some consumer activitiesthat involve Experiencers either
markedly more (high index) or less(low index) than the population at large.
Category
---------------------------------- |
Index
----- |
| Play Pool 10+ Days in Past Year |
260 |
| Attend Rock/Pop Concert in Past Year |
240 |
| Own Programmable Calculator |
215 |
| Bought Speaker Phone in Past Year |
200 |
| Three Way Calling on Telephone |
195 |
| Went Horseback Riding in Past Year |
193 |
| Own Weight Training Equipment |
192 |
| Own Small Sporty Foreign Car |
177 |
| AM/FM CD Player in Passenger Car |
157 |
| Radar Detector in Car |
148 |
| Attended Theme Park |
130 |
| Own Dog Weighing Less Than 12 Pounds |
76 |
| Own Sewing Machine |
71 |
| Own Piano |
67 |
| Own Binoculars |
60 |
| Own Stationary Radial/Arm Saw |
46 |
| |
|
| Visited Ophthalmologist in Past Year |
45 |
| Had Prof. Termite Control in Past
Year |
23 |
| Own City/Municipal or State Bonds |
17 |
| |
|
| Source: VALS/Simmons |
|
Index numbers indicate the
relative purchase of products and services by each VALS group. For
example, an index of 100 means that the product is used by the segment on
an average with the rest of the U.S. adult population. An index of 120
indicates that the segment's purchase of a product is 20% higher than the
average of all segments. Indexes well under100 indicate the group is
relatively uninvolved with the category.Indexes over 120 indicate that the
group is heavily involved withthe product category.
When considering this information
in terms of yourself, rememberthat being heavily involved is relative to
others, not to an absolute measurement. Thus, high indexes do not
necessarily imply a highprobability that the entry fits you. For example,
your VALS typemight be 50% more likely to purchase a certain imported beer
in thepast year than the average. But, if the average itself is low--say
only 5% of the population has bought this beer in the past year--thenyou
are still left with a low chance (7.5%) of having bought this beer in the
past year. So, although certain entries may pertainexactly to you (maybe
you're within that 7.5% that buys the beer), this data is best considered
an indicator of observed tendencies of your VALS type. It's definitely not
a checklist for predicting whatexactly you will buy or do. For
more information please contact vals@sri.com. |