abstract:VALS ("Values, Attitudes And Lifestyles") is a proprietary research methodology used for psychographic market segmentation. Market segmentation is designed to guide companies in tailoring their products and services in order to appeal to the people most likely to purchase them.
Tasked with developing a "Sonic Branding, " a ringtone that's as iconic and recognizable as Nokia's famous reworking of Gran Vals is to the Finnish handset maker.