VALS Notes

Where Are the Soc-Cons?

When AUDIENCE 88 first used VALSä to describe our audience 10 years ago, the most prominent listener type to emerge was the Inner-Directed, intellectually curious, iconoclastic, Societally Conscious "Soc-Con." A secondary group of Outer-Directed, success-driven, status quo defending Achievers was also prevalent.

The VALS of today is actually VALS2, a more market-driven version of the original VALS. Under the new system our prevalent listener personalities are Actualizers and Fulfilleds. Soc-Cons are gone, and today’s Achievers are so substantially redefined that we don’t find many in our audience.

Dual Personalities

Though we’re accustomed to referring to VALS types by one of the eight major category names, everyone has a "dual personality." It’s a combination of two VALS types – a primary identity modified by a secondary designation. VALS calls this a "micro-segment." (The primary type alone is called a "macro-segment.")

While the traits described in each VALS macro-segment are likely characteristics of anyone in that category, all may not apply. Micro-segments acknowledge that human beings are far more complex than any single VALS category can report.

One-quarter of our listeners are Actualizer-Fulfilleds – that is, Actualizers with Fulfilled characteristics. In such a combination, the qualities and values shared by Actualizers and Fulfilleds are amplified. For example, social responsibility is a key trait for both. Actualizer-Fulfilleds are more likely to be committed to social causes than Actualizers with another secondary designation.

Why Use VALS?

The more we know about listeners the better we can serve them, and the more likely we are to earn their loyalty and support.

That’s why VALS is such a powerful tool. It gets us inside listeners’ heads for a look at the values and beliefs that motivate them.

VALS explains why people act as they do as consumers and as social beings. Unlike other segmentation schemes organized by geography, age, or other demographics, VALS is based on human psychology. That’s what makes it powerful.

For instance, as programmers, producers, development professionals, and promotion specialists we craft messages to draw particular responses from listeners. Understanding how they perceive themselves and their world helps us choose the programming, the words, and the appeals that can accomplish our ends more effectively.

Ours to Lose

VALS micro-segments are most useful in "niche" or highly competitive markets such as radio. Indeed, public radio owns the Actualizer-Fulfilled radio market.

This micro-segment represents only four percent of the US adult population. But every day public radio is heard by one-quarter – each week by over one-half – of all Actualizer-Fulfilleds in America.

What’s Your Sign?

Your beliefs about public radio have attracted you to it, just as they have attracted our listeners. You are quite likely an Actualizer, a Fulfilled, or even an Actualizer-Fulfilled if you work in public radio.

You can find out for sure by completing the VALS questionnaire on the Internet at http://www.future.sri.com.

It’s short, quick, and free.

– Leslie Peters
AUDIENCE 98 Core Team

 

Audience Research Analysis
Copyright © ARA and CPB.  All rights reserved.
Revised: September 01, 2000 12:38 PM.