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SRI INTERNATIONAL ANNOUNCES VALS 2+

 MENLO PARK, Calif., Feb. 4 /PRNewswire/ -- SRI International today announced VALS 2+, an enhancement to its VALS 2 market research typology. Although the key dimensions of VALS 2 -- self-orientation and resources -- remain the same, the VALS questionnaire and classification algorithm have changed.
 SRI's original VALS (Values and Lifestyles) program was introduced in 1978. VALS is the first system for psychographic market segmentation (i.e., defining people and groups by their values and demographics) and is considered one of the landmark breakthroughs in marketing. VALS 2, introduced in 1989, has greater predictive power than VALS.
 "The new algorithm enables us to stay current with social change, improve the basic methodology of the program, and makes it easier to use," said Susan Wong, program director.
 The major changes included in VALS 2+ are:
 -- Revision of the masculine scale resulting in a balancing of both masculine and feminine interests.
 -- Introduction of a trend-conscious scale.
 -- Japan-VALS, SRI's ground-breaking work in Japan, has been introduced into the US framework. Japan-VALS shows the importance of goals and self-confidence, as well as traditional values and leadership, in determining consumer behavior.
 -- Within the overall VALS framework, individual groups will exhibit additional behaviors based on the influence of the new scales, resulting in a greater understanding of the consumer psyche.
 "The original VALS program was extensively reconfigured in 1989 to address the complexities of today's consumer marketplace, and we have continued to gather client feedback and to incorporate it into our typology," said Wong. "These latest revisions, designed to respond to clients, will keep VALS dynamic and fresh."
 SRI International provides research, development and consulting services for business and government worldwide.
 -0- 2/4/93
 /CONTACT: Susan Wong of SRI, 415-859-4575/


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

SG-GT -- SJ003 -- 3228 02/04/93 17:22 EST
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Date:Feb 4, 1993
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