Creating Profiles

Many companies create certain profiles of customers. They group customers according to certain characteristics that research has shown are indicators of certain buying patterns. One such company is SRI Consulting Business Intelligence (SRIC-BI), which types U.S. adult consumers in what they call VALS Types. These profiles help segment the market and help companies determine the characteristics they should be looking for.
The following VALS Types are excerpted with permission from SRIC-BI and are a good illustration of how all this demographic and psychographic information can pay off in helping you create detailed profiles of your customers. Which of these types would be the best customer for your business?

Innovators

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