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Japan-VALS™
Japan-VALS™ segments the Japanese marketplace on the basis of mind-set, emphasizing the identification of early adopters. Japanese companies apply Japan-VALS to understand their uniquely dynamic consumers better. Companies planning to do business in Japan can gain a critical strategic advantage by using this system because it reveals and explains the nuances of the Japanese marketplace.
Funded by the Research Institute of System Science (RISS) of NTT Data & Communications Corp., Japan-VALS is the product of an 18-month development effort led by SRI International. Incorporating a questionnaire of 49 attitude items, Japan-VALS is the most reliable and powerful market analysis tool for Japan available today. More about Japan-VALS and the Japan-VALS types >>
With Japan-VALS™, businesses can:
- Monitor lifestyle trends and forecasts and interpret significant changes in the consumer environment—for example, spot consumption trends by monitoring the behavior of innovative Japan-VALS segments.
- Identify unfilled consumer needs and generate new product ideas. Thinking about Japan-VALS types leads to striking new strategies, concepts, ideas, package designs, and line extensions.
- Segment the market. Japan-VALS is an ideal method to answer such questions as "To whom should I market my product?" "What should the main benefit be?"
- Differentiate a brand. Determining the Japan-VALS profile of a product compared to that of its competitors demonstrates unfilled positioning and helps to set the brand apart through sales-promotion activities, packaging, and advertising.
- Develop more effective, targeted selling tools and strategies. Examining the attitudes and behavior of a selected segment can lead to startling insights about how to make merchandising and promotions more efficient.
- Communicate effectively with the target audience. Marketers need to have a feel for their prospective market beyond broad demographics. Japan-VALS provides the understanding of people's psychology necessary to develop advertising that talks to them in their own language.
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