一上来就介绍VALS，主要是其出名，但直接与市场研究的关联不大。VALS是摸索如何建立客户细分模型的一个好案例。具有一定维度的规律性功能句，后面通过类似判别公式一样计算结果的黑箱子，最后出来的结果具有相当的解释性。这些VALS体现的特征可以说是一个优秀细分模型必须具备的。

仔细揣摩VALS的问题，就会发现它的功能句主要是这样五类：Intellectual（智力）、Excitement（激情）、Variety（求变）、Crafts（工艺喜好）、Fashion（时尚）、Religion（超自然物或传统）、Management（管理能力）。每类里面有5个题目。不同类别的题目相互交叉。最后再用收入、教育程度等作为辅助。

通过后部黑箱判别出来的类型将人分为了8类（有兴趣的可按下面地址去做并查询具体类型），从下到上代表了人资源的丰富程度和影响力，从左到右代表了关注精神领域到物质领域的转化。

无论是功能句的种类还是最后形成8类人所在的两个大维度都具有相当的代表性，而且容易理解。这些为该模型的成功奠定了基础。

VALS模型不针对具体的产品种类或品牌。但其方法论意义明显：筛选好的功能句（这个工作就需要很多重复的工作和验证）－》对功能句进行维度架设（从实践层面到理论层面）－》基于大数据库进行类似聚类的细分－》对细分的结果进行理论上的概括或架设－》建立判别公式－》通过长期的研究不断对以上过程进行修正。可以说这是建立一个好的细分模型的整个环节。

当然在市场研究中可以根据具体的行业、产品种类在功能句方面做文章，从而建立更有针对性的细分模型。

附：VALS的地址：http://www.sric-bi.com/VALS/presurvey.shtml

VALS的题目清单：

1. I am often interested in theories.

2. I like outrageous people and things.

3. I like a lot of variety in my life.

4. I love to make things I can use everyday.

5. I follow the latest trends and fashions.

6. Just as the Bible says, the world literally was created in six days.

7. I like being in charge of a group.

8. I like to learn about art, culture, and history.

9. I often crave excitement.

10. I am really interested only in a few things.

11. I would rather make something than buy it.

12. I dress more fashionably than most people.

13. The federal government should encourage prayers in public schools.

14. I have more ability than most people.

15. I consider myself an intellectual.

16. I must admit that I like to show off.

17. I like trying new things.

18. I am very interested in how mechanical things, such as engines, work.

19. I like to dress in the latest fashions.

20. There is too much sex on television today.

21. I like to lead others.

22. I would like to spend a year or more in a foreign country.

23. I like a lot of excitement in my life.

24. I must admit that my interests are somewhat narrow and limited.

25. I like making things of wood, l, or other such material.

26. I want to be considered fashionable.

27. A woman's life is fulfilled only if she can provide a happy home for her family.

28. I like the challenge of doing something I have never done before.

29. I like to learn about things even if they may never be of any use to me.

30. I like to make things with my hands.

31. I am always looking for a thrill.

32. I like doing things that are new and different.

33. I like to look through hardware or automotive stores.

34. I would like to understand more about how the universe works.

35. I like my life to be pretty much the same from week to week.