Simulating Qualitative Research Relating to Values and Lifestyle Segmentation

Abstract

This study discusses a method for simulating focus-group research regarding the eight prototypic market segments proposed by SRI International’s VALS 2-segmentation system. While the paper does not present the technique in the context of an actual computer simulation, it identifies the key structural elements necessary for such a simulation. It suggests that these might be applied to the development of a research module for a comprehensive marketing simulation game or to a stand-alone simulation exercise for use when discussing either focus group interviews or values and lifestyle segmentation.