Psychographic Profiling

Psychographic Profiling From Retail Coach (2011)


The following are the dominant psychographic lifestyle segments for a 24,182 population within a 5 mile retail trade area.

33 Big Sky Families


Scattered in placid towns across the American heartland, Big Sky Families is a segment of younger rural families who have turned high school educations and blue-collar jobs into busy, upper-middle-class lifestyles. To entertain their sprawling families, they buy virtually every piece of sporting equipment on the market. Residents enjoy:
  • Baseball
  • Basketball
  • Volleyball
  • Fishing
  • Hunting
  • Horseback riding
Psychographic Profiling of Dayton map from Retail Coach 2011

37 Mayberry-Ville


Like the old Andy Griffith Show set in a quaint picturesque berg, Mayberry-ville harks back to an old-fashioned way of life. In these small towns, upper-middle-class couples like to fish and hunt during the day, and stay home and watch TV at night. With lucrative blue-collar jobs and moderately priced housing, residents use their discretionary cash to purchase boats, campers, motorcycles, and pickup trucks.

45 Blue Highways


On maps, blue highways are often two-lane roads that wind through remote stretches of the American landscape. Among lifestyles, Blue Highways is the standout for lower-middle-class residents who live in isolated towns and farmsteads. Here, Boomer men like to hunt and fish; the women enjoy sewing and crafts, and everyone looks forward to going out to a country music concert.

48 Young & Rustic


Young and Rustic is composed of middle age, restless singles. These folks tend to be lower-middle-income, high school-educated, and live in tiny apartments in the nation’s exurban towns. With their service industry jobs and modest incomes, these folks still try to fashion fast-paced lifestyles centered on sports, cars, and dating.

51 Shotguns & Pickups


The segment known as Shotguns and Pickups came by its moniker honestly: it scores near the top of all lifestyles for owning hunting rifles and pickup trucks. These Americans tend to be young, working-class couples with large families-more than half have two or more kids-living in small homes and manufactured housing. Nearly a third of residents live in mobile homes, more than anywhere else in the nation.