Brewtown Politico

Carrying a little stick and speaking loudly in Milwaukee


Continuing on the marketing theme, psychographic segmentation is yet another innovation used in recent years. While each person is an individual, it's naive to suggest that people don't possess similar behaviors, attitudes, and needs.

The Values and Life Styles (VALS) system is one tool that does this. Rooted in psychology, it classifies people into eight different personality types. Since each person is said to have a primary and secondary type, there are 56 different combinations.


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