Market Segmentation service now in Latin America

1. Venezuela-VALS™
Market Intelligence Innovation
from consumer’s perspective

2. People is really diverse and segmentation is a
very good platform to communicate the right
message to the right target

3. VALS™ has arrived to Latin America!
• United States
• United States
• Japan
• Japan
• United Kingdom
• United Kingdom
• Venezuela
• Venezuela

4. Venezuela-VALS™ places Venezuelan consumers in seven
segments
STATUS
IDEAS ACTION
R
e
s
o
u
r
Segments are
defined by three
c
primary e
motivations:
Ideas, Status & s
action

5. Each segment has a very particular perspective about brands,
products and even the world
Acomodados Status Quo
•Sophisticated • Moderated opinions
•Define status STATUS • Look & beauty
•Wish to enjoy • Fashion = status
IDEAS ACCIÓN
R
e
Universales c Intensos
•Curious • Active, Dynamic
u
•Global • Look for the crowds
•Autonomous r • Daring
s
o
s
Reflexivos
• Devoted
• Savings
• Organized
Simples
Esforzados • Follow tradition
• Machista … • Quiet
• Ambitious • Low profile
• Impulsive

6. Venezuela-VALS™ places Venezuelan consumers in
seven segments
Prestige STATUS
ACTION
IDEAS
Energy
R
Curiosity
Fashion e
s
o
Ambition u
r
c
e
Values s
Habits

7. And how to use and make profit from V-VALS™?
V-VALS™
CLIENTS
INNOVATION INFORMATION
CONTENT INPUTS
BETTER
BRANDS
SRIC-BI
& INSIGHTS CONSUMERS
IDEAS
EMEVENCA