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What are primary and secondary VALS types?

April 26, 2017primary Secondary types vals

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What are primary and secondary VALS types?

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A person’s primary VALS type is the group with which the individual has the strongest affinity—the group with which the individual has the most characteristics in common. An individual’s secondary VALS type is the group that the individual is next most like. Secondary VALS types can expand the number of consumer groups in the system and enable marketers to target on a more granular level.