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Scarborough Research and VALS™

VALS™ is a marketing and consulting tool that helps businesses worldwide understand what motivates consumer behavior. VALS, together with Scarborough's local market research, helps media companies and local broadcasters identify, understand, and communicate effectively with their viewing audience. Scarborough provides companies with a wealth of data and information about their local markets. VALS explains why different consumer groups have certain preferences for media content and viewing patterns. Together, this information allows media companies to identify and attract the most valuable viewing audience and therefore draw the most profitable advertisers!

The following documents are available to Scarborough/VALS clients (in PDF format).

• Political Report: VALS™ and Voters   (December 2007)
• How to Use Scarborough VALS™ to Sell to Local Advertisers   (October 2007)
• Internet Users: VALS™ Interviews   (August 2006)
• Using VALS™ to Design and Deliver Messages — A communications manual for Scarborough users.
• "Scarborough Research and VALS" information sheets:   for TV Stations / for Newspapers.
  These list the capabilities and benefits of the system.
• VALS™ Handbook for Scarborough Users. This describes the VALS types and their media preferences and gives examples of how media companies can use VALS. Choose the sections that interest you (below), or download the complete handbook.
  
  • Introduction
  • Applications
  • Framework
  • Achievers
  • Believers
  • Experiencers
  • Innovators
  • Makers
  • Thinkers
  • Strivers
  • Survivors
• VALS Focus — Scarborough/VALS Newsletters
  
  • 1st Quarter 2008 (Issue 5) — Focus on the Gaming Industry
  • 4th Quarter 2007 (Issue 4) — Dermatology and Cosmetic Surgery
  • 3rd Quarter 2007 (Issue 3) — Home Improvements and Do-It-Yourself Projects
  • 2nd Quarter 2007 (Issue 2) — Focus on the Travel and Tourism Industry
  • 1st Quarter 2007 (Issue 1) — Focus on Financial Services and the Younger Customer

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