opic: VALSVALS strengthens demographic characterizations by explaining the deeper psychological drivers of consumer behavior. Visit the VALS web site,take the survey, and find out in which psychographic group you fall.Would you have guessed that you would have been in this group?How would you rate VALS in terms of market segmentation?VALS strengthens demographic characterizations by explaining the deeper psychological drivers of consumer behavior. Visit the VALS web site,take the survey, and find out in which psychographic group you fall.