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Party Lifestyle Group in ESG data model

Base entity from which all Industry Data Model entities are derived.

Traits

Traits for this entity are listed here.

is.CDM.entityVersion

ParameterValueData typeExplanation
versionNumber"4.3"stringsemantic version number of the entity

is.localized.describedAs
Holds the list of language specific descriptive text for an object.

ParameterValueData typeExplanation
localizedDisplayText
languageTagdisplayText
enBase entity from which all Industry Data Model entities are derived.
enThe Party Lifestyle Group characteristic.

These criteria can change over a period of time and are represented with 'period start date/period end date' qualifications, which represented the best case for knowing this information. If the data is only randomly sampled or recorded then you could use a single 'date' to identify its recording or effective as-of date.

A classification of American consumers created by SRI International.

This classification defines nine lifestyle groups describing general personality traits and patterns of living.

"VALS is a marketing and consulting tool that helps businesses worldwide develop and execute more effective strategies. The system identifies current and future opportunities by segmenting the consumer marketplace on the basis of the personality traits that drive consumer behavior. VALS applies in all phases of the marketing process, from new-product development and entry-stage targeting to communications strategy and advertising. The basic tenet of VALS is that people express their personalities through their behaviors. VALS specifically defines consumer segments on the basis of those personality traits that affect behavior in the marketplace. Rather than looking at what people do and segregating people with like activities, VALS uses psychology to segment people according to their distinct personality traits. The personality traits are the motivation-the cause. Buying behavior becomes the effect-the observable, external behavior prompted by an internal driver.

About VALS™

VALS reflects a real-world pattern that explains the relationship between personality traits and consumer behavior. VALS uses psychology to analyze the dynamics underlying consumer preferences and choices. VALS not only distinguishes differences in motivation, it also captures the psychological and material constraints on consumer behavior.

VALS is based on current personality research into specific components of social behavior. VALS asserts that people express their personalities through their behaviors. People with different personalities engage in different behaviors or exhibit similar behaviors for different reasons

History

The original VALS system was built by consumer futurist Arnold Mitchell. Mitchell created VALS to explain changing U.S. values and lifestyles in the 1970s. VALS was formally inaugurated as an SRI International product in 1978 and was cited by Advertising Age as "one of the ten top market research breakthroughs of the 1980s."

In 1989, VALS was redefined to maximize its ability to predict consumer behavior. A team of experts from SRI International, Stanford University, and the University of California, Berkeley, determined that consumers should be segmented on the basis of enduring personality traits rather than social values that change over time.

By using psychology to analyze and predict consumer preferences and choices, the current VALS system creates an explicit link between personality traits and purchase behavior..

Your VALS™ Type in Context

Each of us is an individual. Yet each of us also has personality traits, attitudes, or needs that are similar to those of other people. VALS™ measures the underlying psychological motivations and resources that many consumers share that predict each group's typical choices as consumers. On this basis, we present you with information about your VALS type.

You may find that some of the details in your VALS description are not like you at all. But don't judge too quickly. The details that are literally unlike you may identify a basic tendency that you express in some other way. Your VALS type implies that you will share many attributes with others of the same type. It does not imply that you will resemble them in all your behavior. The description that we provide you should form an overall portrait that, as a whole, reflects you as an individual fairly well.

Primary Motivation Consumers buy products and services and seek experiences that fulfill their characteristic preferences and give shape, substance, and satisfaction to their lives. An individual's primary motivation determines what in particular about the self or the world is the meaningful core that governs his or her activities. Consumers are inspired by one of three primary motivations: ideals, achievement, and self-expression. Consumers who are primarily motivated by ideals are guided by knowledge and principles. Consumers who are primarily motivated by achievement look for products and services that demonstrate success to their peers. Consumers who are primarily motivated by self-expression desire social or physical activity, variety, and risk.

Resources A person's tendency to consume goods and services extends beyond age, income, and education. Energy, self-confidence, intellectualism, novelty seeking, innovativeness, impulsiveness, leadership, and vanity play a critical role. These personality traits in conjunction with key demographics determine an individual's resources. Different levels of resources enhance or constrain a person's expression of his or her primary motivation.

VALS links global strategies to local efforts through GeoVALS.

Penetrate beneath superficial geodemographic similarities.

GeoVALS applies the power of VALS to local marketing initiatives by identifying the concentration of the VALS consumer groups residing within a specific block group or ZIP code. GeoVALS provides the flexibility to manipulate data by block group, ZIP code, post office, county, state, DMA, or customized aggregates of ZIP codes.

Use GeoVALS for:

  • Direct Marketing Increase hit rates by identifying those ZIP codes with the highest proportion of your target.

  • Sales Analysis Estimate the sales potential and analyze sales performance by region.

  • Site Location Select locations for retail outlets based on concentrations of target customers.

  • Merchandise Mix Critique and refine merchandise mix based on the consumers within a trading area.

  • Media Analysis Tailor programming format and content to audience composition.

VALS - Applications

Commercialization

VALS - facilitates successful product launches and helps avoid costly mistakes. Understanding the needs of different consumer groups guides new product and services development.

  • Ideation Brainstorm new product ideas, business models, and future scenarios.

  • Entry-Stage Targeting Identify if a market exists for a product or service, then size the market.

  • Concept Testing Validate the potential of new ideas among people most likely to buy.

  • Focus Groups Recruit focus groups based on people with like motivations to capture clearer insight.

  • Features and Benefits

Design features and benefits to appeal to innovators and early adopters.

  • Business Partnerships Evaluate which business partners will prove to be the best match.

  • Distribution Channel Select the most appropriate distribution channels or retail outlets.

Positioning

VALS identifies which market opportunities are strongest. Relating features and benefits to distinct segment needs clarifies strategies for targeting and expansion.

  • Competitive Analysis Locate core customers and competitors.

  • Brand Differentiation Understand the motivation behind a purchase decision to ascertain key points of differentiation among brands.

  • Customer Retention Evaluate the relative opportunity between current and potential customers and design effective retention strategies for core customers.

  • Proprietary Research Include the VALS survey in proprietary research studies to magnify learning.

  • Bridge Data Sets Create a bridge to other research studies that have included VALS.

  • Product Life Cycle Track and manage brand profitability by including VALS in ongoing studies.

Communications

VALS shows you how to craft more effective messaging campaigns. Understanding what motivates consumers illuminates how to speak to them in ways that will initiate action.

  • Selling Proposition Define more compelling selling propositions linked to enduring motivations.

  • Brand Personality Nurture an attractive brand personality by understanding consumer preferences.

  • Creative Development Use language and images that resonate with each segment.

  • Message Placement Evaluate opportunities for message placement

  • Media Preferences Select media with larger audiences of the desired target. "

This classification suggests that consumers move through the various groups in different stages of their lives. Each stage affects the individual's attitudes, behavior and psychological needs.

SRI International provides lifestyle group data to subscribers, which can then be used to formulate product and marketing strategies.

VALS - short for values and lifestyles - is a way of viewing people on the basis of their attitudes, needs, wants, beliefs, and demographics. The VALS program was created by SRI International in 1978 in an attempt to "put people" into the thinking of those of us trying to understand the trends of our times - in the marketplace, economically, politically, sociologically, and humanly. The approach is holistic, drawing on insight and many sources of data to develop a comprehensive framework for characterizing the ways of life of Americans.

A basic tool of the VALS program is the VALS typology.

This typology is divided into four major categories, with a total of eight types:

  • Innovators
  • Thinkers
  • Achievers
  • Experiencers
  • Believers
  • Strivers
  • Makers
  • Survivors

Innovators (formerly Actualizers)

Innovators are successful, sophisticated, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services.

Image is important to Innovators, not as evidence of status or power but as an expression of their taste, independence, and personality. Innovators are among the established and emerging leaders in business and government, yet they continue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life.

Thinkers (formerly Fulfilleds)

Thinkers are motivated by ideals. They are mature, satisfied, comfortable , and reflective people who value order, knowledge, and responsibility. They tend to be well educated and actively seek out information in the decision-making process. They are well-informed about world and national events and are alert to opportunities to broaden their knowledge.

Thinkers have a moderate respect for the status quo institutions of authority and social decorum, but are open to consider new ideas. Although their incomes allow them many choices, Thinkers are conservative, practical consumers; they look for durability, functionality, and value in the products they buy.

Achievers

Motivated by the desire for achievement, Achievers have goal-oriented lifestyles and a deep commitment to career and family. Their social lives reflect this focus and are structured around family, their place of worship, and work. Achievers live conventional lives, are politically conservative, and respect authority and the status quo. They value consensus, predictability, and stability over risk, intimacy, and self-discovery.

With many wants and needs, Achievers are active in the consumer marketplace. Image is important to Achievers; they favor established, prestige products and services that demonstrate success to their peers. Because of their busy lives, they are often interested in a variety of time-saving devices.

Experiencers

Experiencers are motivated by self-expression. As young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities.

Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis they place on looking good and having "cool" stuff.

Believers

Like Thinkers, Believers are motivated by ideals. They are conservative, conventional people with concrete beliefs based on traditional, established codes: family, religion, community, and the nation. Many Believers express moral codes that are deeply rooted and literally interpreted. They follow established routines, organized in large part around home, family, community, and social or religious organizations to which they belong.

As consumers, Believers are predictable; they choose familiar products and established brands. They favor America products and are generally loyal customers.

O Welcome to VALS™ o The VALS™ Types o More about VALS™ o Program Brochures o VALS™ Survey o Survey Help / VALS™ FAQ o Publications

Strivers

Strivers are trendy and fun loving. Because they are motivated by achievement, Strivers are concerned about the opinions and approval of others. Money defines success for Strivers, who don't have enough of it to meet their desires. They favor stylish products that emulate the purchases of people with greater material wealth. Many see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead.

Strivers are active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy. As consumers, they are as impulsive as their financial circumstance will allow.

Makers

Like Experiencers, Makers are motivated by self-expression. They express themselves and experience the world by working on it-building a house, raising children, fixing a car, or canning vegetables-and have enough skill and energy to carry out their projects successfully. Makers are practical people who have constructive skills and value self-sufficiency. They live within a traditional context of family, practical work, and physical recreation and have little interest in what lies outside that context.

Makers are suspicious of new ideas and large institutions such as big business. They are respectful of government authority and organized labor, but resentful of government intrusion on individual rights. They are unimpressed by material possessions other than those with a practical or functional purpose. Because they prefer value to luxury, they buy basic products.

Survivors (formerly Strugglers)

Survivors live narrowly focused lives. With few resources with which to cope, they often believe that the world is changing too quickly. They are comfortable with the familiar and are primarily concerned with safety and security. Because they must focus on meeting needs rather than fulfilling desires, Survivors do not show a strong primary motivation.

Survivors are cautious consumers. They represent a very modest market for most products and services. They are loyal to favorite brands, especially if they can purchase them at a discount.

Http://www.sric-bi.com/VALS/

entitya reference to the constant entity holding the list of localized text

is.identifiedBy
Names a specific identity attribute to use with an entity.

ParameterValueData typeExplanation
attributePartyLifestyleGroup/(resolvedAttributes)/PeriodStartDateattribute

minimumObjectModelVersion
Minimum version of the object model required to fully understand the data schema used.

ParameterValueData typeExplanation
versionNumber"1.2.3"string

is.IDM.modelVersion
Semantic version number of the IDM.

ParameterValueData typeExplanation
versionNumber"1.6.0"string

has.schemaObjectIdentifier
The schema object has an identifier, which is a string, specified as the parameter of the trait. It allows writers to define other identification values.

ParameterValueData typeExplanation
identifier"{6E37FD74-EDC8-463E-AC1B-0A25EB8EE501}"stringThe identifier for the schema object. There's no uniqueness guarantee enforced by CDM. It's a contract between reader and writer of the schema.

is.nativeTo.businessArea
The name of the business area from which the entity originates.

ParameterValueData typeExplanation
name"Party"string

is.localized.displayedAs
Holds the list of language specific display text for an object.

ParameterValueData typeExplanation
localizedDisplayText
languageTagdisplayText
enParty Lifestyle Group
entitya reference to the constant entity holding the list of localized text

has.entitySchemaAbstractionLevel
A level of abstraction assigned to an Entity schema. Logical schema descriptions use complex dataTypes, inheritance, and entities as attributes. Resolved descriptions contain none of those things, only final trait and attribute sets are shown. A composition schema manipulates, guides or restates parts of logical schemas to produce one resolved schema.

ParameterValueData typeExplanation
level"resolved"stringPossible values: logical, composition, resolved

Attributes

Name Description First Included in Instance
PartyId The unique identifier of a Party. PartyLifestyleGroup
LifestyleGroupId The unique identifier of a Lifestyle Group. PartyLifestyleGroup
PeriodStartDate The period start date for which the associated data is effective or 'as-of'. PartyLifestyleGroup
PeriodEndDate The period end date for which the associated data is effective or 'as-of'. PartyLifestyleGroup
PartyLifestyleGroupNote A note, comment or additional information regarding the Party Lifestyle Group relationship. PartyLifestyleGroup

PartyId

The unique identifier of a Party.
First included in: PartyLifestyleGroup (this entity)

Properties

NameValue
displayNameParty ID
descriptionThe unique identifier of a Party.
isPrimaryKeytrue
dataFormatint64

Traits

List of traits for the PartyId attribute are listed here.

is.dataFormat.integer
is.dataFormat.big
Indicates an atomic but multi-unit version of a fundamental type such as a multi byte encoded character, a double precision float, a long integer.

is.identifiedBy
Names a specific identity attribute to use with an entity.

ParameterValueData typeExplanation
attributePartyLifestyleGroup/(resolvedAttributes)/PartyIdattribute

is.linkedEntity.identifier
Marks the attribute(s) that hold foreign key references to a linked (used as an attribute) entity. This attribute is added to the resolved entity to enumerate the referenced entities.

ParameterValueData typeExplanation
entityReferences
entityReferenceattributeReference
IndividualParty.cdm.json/IndividualPartyPartyId
entitya reference to the constant entity holding the list of entity references

is.localized.displayedAs
Holds the list of language specific display text for an object.

ParameterValueData typeExplanation
localizedDisplayText
languageTagdisplayText
enParty ID
entitya reference to the constant entity holding the list of localized text

is.localized.describedAs
Holds the list of language specific descriptive text for an object.

ParameterValueData typeExplanation
localizedDisplayText
languageTagdisplayText
enThe unique identifier of a Party.
entitya reference to the constant entity holding the list of localized text

has.schemaObjectIdentifier
The schema object has an identifier, which is a string, specified as the parameter of the trait. It allows writers to define other identification values.

ParameterValueData typeExplanation
identifier"{24DC3AE7-AF16-45BA-B312-70712EFB8067}"stringThe identifier for the schema object. There's no uniqueness guarantee enforced by CDM. It's a contract between reader and writer of the schema.

is.dataFormat.integer
is.dataFormat.big
Indicates an atomic but multi-unit version of a fundamental type such as a multi byte encoded character, a double precision float, a long integer.

LifestyleGroupId

The unique identifier of a Lifestyle Group.
First included in: PartyLifestyleGroup (this entity)

Properties

NameValue
displayNameLifestyle Group ID
descriptionThe unique identifier of a Lifestyle Group.
isPrimaryKeytrue
dataFormatint32

Traits

List of traits for the LifestyleGroupId attribute are listed here.

is.dataFormat.integer
is.identifiedBy
Names a specific identity attribute to use with an entity.

ParameterValueData typeExplanation
attributePartyLifestyleGroup/(resolvedAttributes)/LifestyleGroupIdattribute

is.linkedEntity.identifier
Marks the attribute(s) that hold foreign key references to a linked (used as an attribute) entity. This attribute is added to the resolved entity to enumerate the referenced entities.

ParameterValueData typeExplanation
entityReferences
entityReferenceattributeReference
LifestyleGroup.cdm.json/LifestyleGroupLifestyleGroupId
entitya reference to the constant entity holding the list of entity references

is.localized.displayedAs
Holds the list of language specific display text for an object.

ParameterValueData typeExplanation
localizedDisplayText
languageTagdisplayText
enLifestyle Group ID
entitya reference to the constant entity holding the list of localized text

is.localized.describedAs
Holds the list of language specific descriptive text for an object.

ParameterValueData typeExplanation
localizedDisplayText
languageTagdisplayText
enThe unique identifier of a Lifestyle Group.
entitya reference to the constant entity holding the list of localized text

has.schemaObjectIdentifier
The schema object has an identifier, which is a string, specified as the parameter of the trait. It allows writers to define other identification values.

ParameterValueData typeExplanation
identifier"{9BC19F5A-F6E4-4197-A4CC-38DE8F173818}"stringThe identifier for the schema object. There's no uniqueness guarantee enforced by CDM. It's a contract between reader and writer of the schema.

is.dataFormat.integer

PeriodStartDate

The period start date for which the associated data is effective or 'as-of'.
First included in: PartyLifestyleGroup (this entity)

Properties

NameValue
displayNamePeriod Start Date
descriptionThe period start date for which the associated data is effective or 'as-of'.
isPrimaryKeytrue
dataFormatdate

Traits

List of traits for the PeriodStartDate attribute are listed here.

is.dataFormat.date
means.measurement.date
is.identifiedBy
Names a specific identity attribute to use with an entity.

ParameterValueData typeExplanation
attributePartyLifestyleGroup/(resolvedAttributes)/PeriodStartDateattribute

has.schemaObjectIdentifier
The schema object has an identifier, which is a string, specified as the parameter of the trait. It allows writers to define other identification values.

ParameterValueData typeExplanation
identifier"{882CB014-C289-42BF-9009-1F3D3261C501}"stringThe identifier for the schema object. There's no uniqueness guarantee enforced by CDM. It's a contract between reader and writer of the schema.

is.localized.displayedAs
Holds the list of language specific display text for an object.

ParameterValueData typeExplanation
localizedDisplayText
languageTagdisplayText
enPeriod Start Date
entitya reference to the constant entity holding the list of localized text

is.localized.describedAs
Holds the list of language specific descriptive text for an object.

ParameterValueData typeExplanation
localizedDisplayText
languageTagdisplayText
enThe period start date for which the associated data is effective or 'as-of'.
entitya reference to the constant entity holding the list of localized text

is.dataFormat.date

PeriodEndDate

The period end date for which the associated data is effective or 'as-of'.
First included in: PartyLifestyleGroup (this entity)

Properties

NameValue
displayNamePeriod End Date
descriptionThe period end date for which the associated data is effective or 'as-of'.
dataFormatdate
isNullabletrue

Traits

List of traits for the PeriodEndDate attribute are listed here.

is.dataFormat.date
means.measurement.date
has.schemaObjectIdentifier
The schema object has an identifier, which is a string, specified as the parameter of the trait. It allows writers to define other identification values.

ParameterValueData typeExplanation
identifier"{647BA0BB-9B5E-4072-ABED-75E3CA412DB2}"stringThe identifier for the schema object. There's no uniqueness guarantee enforced by CDM. It's a contract between reader and writer of the schema.

is.nullable
The attribute value can be set to NULL.

is.localized.displayedAs
Holds the list of language specific display text for an object.

ParameterValueData typeExplanation
localizedDisplayText
languageTagdisplayText
enPeriod End Date
entitya reference to the constant entity holding the list of localized text

is.localized.describedAs
Holds the list of language specific descriptive text for an object.

ParameterValueData typeExplanation
localizedDisplayText
languageTagdisplayText
enThe period end date for which the associated data is effective or 'as-of'.
entitya reference to the constant entity holding the list of localized text

is.dataFormat.date

PartyLifestyleGroupNote

A note, comment or additional information regarding the Party Lifestyle Group relationship.
First included in: PartyLifestyleGroup (this entity)

Properties

NameValue
displayNameParty Lifestyle Group Note
descriptionA note, comment or additional information regarding the Party Lifestyle Group relationship.
dataFormatstring
maximumLength2048
isNullabletrue

Traits

List of traits for the PartyLifestyleGroupNote attribute are listed here.

is.dataFormat.character
is.dataFormat.big
Indicates an atomic but multi-unit version of a fundamental type such as a multi byte encoded character, a double precision float, a long integer.

is.dataFormat.array
Indicates a contiguous sequence of fundamental units that should be taken as a whole and considered one value. Array of Character is a String. Array of Byte is a Binary Object.

has.schemaObjectIdentifier
The schema object has an identifier, which is a string, specified as the parameter of the trait. It allows writers to define other identification values.

ParameterValueData typeExplanation
identifier"{3D787D58-2A90-4AE3-B641-9BEE415AAA91}"stringThe identifier for the schema object. There's no uniqueness guarantee enforced by CDM. It's a contract between reader and writer of the schema.

is.nullable
The attribute value can be set to NULL.

is.localized.displayedAs
Holds the list of language specific display text for an object.

ParameterValueData typeExplanation
localizedDisplayText
languageTagdisplayText
enParty Lifestyle Group Note
entitya reference to the constant entity holding the list of localized text

is.localized.describedAs
Holds the list of language specific descriptive text for an object.

ParameterValueData typeExplanation
localizedDisplayText
languageTagdisplayText
enA note, comment or additional information regarding the Party Lifestyle Group relationship.
entitya reference to the constant entity holding the list of localized text

is.constrained
Maximum length or value constraints.

ParameterValueData typeExplanation
maximumLength"2048"integer

is.dataFormat.character
is.dataFormat.array
Indicates a contiguous sequence of fundamental units that should be taken as a whole and considered one value. Array of Character is a String. Array of Byte is a Binary Object.