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Lifestyle Segmentation

Analysis of an Experiencer and Innovator profile

My profile lifestyle, according to Vals Survey that I completed on their website are Experiencer for the primary profile, and innovator for the secondary profile. The primary profile describes a person’s main approach to life in general. These includes the kind of approach to life one wants to lead, and their main preferences. The secondary profile strengthens the primary profile, outlining in detail the specifics of a person’s status, wants and preferences. As an Experiencer, the driving force is the urge to establish an identity and making one’s presence noticed. Experiencers are trendy and fond of fashion, and have a keen emphasize on their outward appearance. Innovators look for value and variety in life. They want the best things life has to offer to express their status in the society. The following paragraphs present the Experiencer and Innovator profiles as outlined in the Vals website.


Experiencers are motivated by self-expression. Young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savouring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities.

Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis that they place on looking good and having “cool” stuff.

Favourite Things:

A social-media following

Being entertained

Being established

The ability to purchase


Innovators are successful, sophisticated, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services.

Image is important to Innovators, not as evidence of status or power but as an expression of their taste, independence, and personality. Innovators are among the established and emerging leaders in business and government, yet they continue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life.

Favourite Things:

A rewarding experience

Problem solving

Personal challenges

Authentic products

Products and services for the experiencer and innovator

There are many hospitality industries, all competing for the available and demanding clients. The clients have different tastes and preferences, and given the numerous number of hospitality industries available, capturing their tastes in the products and services is the key to remaining profitable and surviving the competition. In a family restaurant, attracting a person of my profile will entail focusing on products and services that suit the tastes and preferences of an Experiencer and Innovator. Firstly, experiencers need to be thrilled. Thus, a family restaurant should not just offer ordinary or routine services and products as offered by every other family hotel. Their products should be innovative and unique to provide the needed thrill to the customer. The thrill could be in the form of the products themselves, manner of service, or the benefits that come with choosing the restaurant. Moreover, experiencers are described as sporty, and have a liking for outdoor activities. Therefore, among the benefits and products that a family restaurant should offer is an avenue for exercising. These could be in the form of world-class equipped gym facilities, swimming pools, playing fields and facilities for kids. These facilities should be differentiated such that they present new experiences or challenges to the customers so as to be different from the others.

People matching the Experiencer and Innovator profile need avenues to exercise their creativity and independence. These attributes can be captured by providing avenues for family activities, where the family has to come up with their own games to play, their own recipes or dinner settings. These exercises will challenge the innovativeness of the people matching these two profiles. The experiencers and innovators are open minded and open to new experiences. Providing menus that have different products, from different ethnicities and cultures will prove an advantage.

Promotional messages should aim at sensitizing on the variety of services and products offered at the family hotel. Such messages will mobilise people in the Experiencer and Innovator profile to come and enjoy the services offered. The messages should also incorporate positives accounts of experiences from public figures. Such messages will prove that the facility offers affluent, class and trendy products and services. Slogans that emphasize on the availability of variety under one roof, such as “we got you covered all the way” would appeal to people of my profile. The slogans should also capture the new experiences offered at the facility, such as “you never know it, until you have it at the facility”.

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