The document discusses using VALS (Values, Attitudes and Lifestyles) surveys and psychographic profiling to identify 8 types of consumers and target marketing audiences based on their motivations and resources. It also questions whether behaviorographic targeting through social media respects consumer privacy boundaries.

1. Shannon Marks, Emily Miner,
A.J Sparks, Wesley Rogers

2.  Values
 Attitudes
 Lifestyles
 8 Types of Consumers
 Horizontal=Motivation
 Vertical=Resources

3.  http://www.strategicbusinessinsights.com/va
ls/surveynew.shtml
 Determines target groups/audience
(demographic)

4.  Demographics tell “who”, but psychographics
tell “why”
 Using the VALS system is one way of
determining psychographics

5.  Targeting based on behavior with a respect to
a particular product category or class of
related products via:
◦ Online Search Activity
◦ Past Purchase Behavior

6.  Facebook sidebar
 Google search bar prioritization
 Promoted ads on Twitter

7.  Would VALs be effective in identifying target
demographics? Why or why not?
 Do you think behaviorgraphics overstep the
privacy boundaries of consumers?