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As discussed in Chapter 5, VALS is a very popular proprietary market segmentation tool.
1. Go to the Strategic Business Insights website: http://www.strategicbusinessinsights.com/vals/presurvey.shtml
2. Click on “Take the VALS survey” and complete all of the questions. Then, click “Submit” to view your results.
3. Share your results. Were the results surprising to you? Do you agree or disagree? Why or why not?
4. Discuss products or companies where it might be appropriate to utilize market segmentation according to personality traits.
5. Support your post with scholarly RESEARCH on market segmentation and personality.
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