Psychographic Sourcebook - GfK MRI

PART 1: Survey of the American Consumer
VI. Psychographic Segmentation Analyses
B. LeisureStyles Segmentation
LeisureStyles is designed to help marketers gain a deeper understanding of how and when consumers are most “themselves,” doing what
they most like to do. Membership in a segment depends on responses to a series of questions concerning use of consumers’ downtime.
The segmentation places adult consumers into eight activity groups.
• Sports Enthusiast—baseball, basketball, football, Frisbee, soccer, softball, tennis and volleyball
• Puzzles & Games—backgammon, board games, crossword puzzles, electronic games (not TV), bingo, cards, word games, and trivia games
• Hunters & Fishers—archery, fishing (fresh water), fishing (salt water), hunting with a bow and arrow, hunting with a handgun, hunting
with a rifle, hunting with a shotgun, and target shooting
• Outdoor Speedster—auto racing, power boating, jet skiing, motocross, motorcycling, roller-blading/inline skating, snowboarding,
snow-mobiling, and water skiing
• Outdoor Adventurer—backpacking/hiking, canoeing/kayaking, horseback riding, jet skiing, rock climbing, sailing, scuba diving, skiing
(cross country), skiing (downhill), snorkeling/skin diving, surfing/windsurfing, and whitewater rafting
• Cultured Nester—attend other music performances, attend dance performances, concerts on radio, dining out, cooking for fun,
entertain friends/relatives at home, go to live theatre, go to museums, and reading books
• Collector—model making, coin collecting, figurine collecting, stamp collecting, sports trading card collecting, electric trains, tropical fish
• Passives—individuals that tend to participate in the activities (leisure and sports) included in the analysis at lower levels than the
general population or not at all.
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