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The use of advertising by companies today is an integral part to the relationship between businesses and consumers. Companies that know why their customers act the way they do can gear their advertising accordingly and thus gain a competitive edge. A popular technique businesses use to conduct research on customers is through the Values and Lifestyles (VALS) system. VALS categorizes U.S. adult consumers into mutually exclusive groups based on their psychology and several key …

…and repetitive questions plays a considerable role in whether or not the system arrives at a correct interpretation. A precise analysis of a customer is extremely valuable information for a company desiring to sell them a product or service. Nevertheless, if I were ever targeted by a business, it would be highly resourceful for that business to utilize the data of systems such as the Values and Lifestyles questionnaire to ensure a highly profitable venture.