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SRI INTERNATIONAL ANNOUNCES GEOVALS FOR LOCAL MARKET CHARACTERIZATIONS

 MENLO PARK, Calif., May 3 /PRNewswire/ -- SRI International today announced that it has developed GeoVALS for clients wanting local area information about the VALS 2+(TM) segments.
 Introduced in 1978, SRI's VALS (Values and Lifestyles) Program is the first system for psychographic market segmentation (i.e., defining people and groups by their values and demographics) and considered one of the landmark breakthroughs in marketing. VALS 2, with greater predictive power than VALS, was introduced in 1989, and VALS 2+(TM), introduced last February, enhanced the VALS 2 program.
 GeoVALS, the latest addition to the VALS Program, estimates the percentage of each VALS segment in all zip codes in the United States. "For example," says Susan Wong, program director, "GeoVALS tells you that 29.7 percent of the 8,552 people living in Mercer Island are Achievers, 19.6 percent are Actualizers and so on. Additionally, GeoVALS provides several key indices of market attractiveness for such important market characteristics as innovativeness, information-seeking and brand loyalty."
 GeoVALS was developed with Market Statistics, a firm that specializes in local area information. SRI developed an algorithm to estimate VALS types using a large national database containing the VALS questionnaire items, plus product use, media and demographic information. The local area information compiled by Market Statistics was then run through the VALS algorithm to generate proportional estimates for each VALS segment living in each zip code.
 Once the estimates of the VALS distribution are developed, a separate scoring algorithm produces indices of market attractiveness. A second algorithm is then applied, based on an in-depth review of the attitudes and market behavior for each VALS segment.
 Clients can purchase GeoVALS for specific states or the entire country. GeoVALS is delivered on diskette for either IBM(TM) compatible or Macintosh(TM) personal computers in ASCII format that can easily be integrated into mapping software such as Strategic Maps(TM), Atlas GIS, MapInfo for DOS, and MapLinks.
 Wong said GeoVALS will be updated annually to reflect changes in census data and modification in the algorithms. "GeoVALS has been designed to characterize geographic areas, not to VALS-type individuals according to the zip code they live in," said Wong, "and using GeoVALS will produce more statistically valid results than using VALS and a geodemographic correspondence table to describe a local market area."
 For further information on GeoVals or VALS, contact Wong at 415-859-4575.
 SRI International provides research, development and consulting services for business and government worldwide.
 -0- 5/3/93
 /CONTACT: Susan Wong of SRI International, 415-859-4575/


CO: SRI International ST: California IN: SU: PDT

ML-SG -- SJ001 -- 3707 05/03/93 10:50 EDT
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Date:May 3, 1993
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