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This section provides more detailed information on the 19 segments.
Pen portraits
The pen portraits are an accessible way to familiarise yourself with the characteristics of each of the nineteen segments. An excellent introduction to the segments, they should be viewed as the starting point to investigating the segments in further detail.
To view the pen portraits please click here
Index tables
The index tables provide more comprehensive detail on the characteristics of the nineteen segments and should be consulted when developing detailed proposals around the segments and when you require more detail than is shown in the pen portraits. More
Which sports do the 19 segments participate in?
Each of the segments have differing motivations for taking part in sport, or not, and also take part in different types of sports and recreational activities. For example, Jamie, a young male aged 18-25 enjoys team sports like football, whereas Paula, our stretched single mum, would take part in swimming or an aerobics class. A useful guide providing information on the top sports participated in by each of the 19 segments has been developed. More
Pen portraits
Segment A01: Competitive Male Urbanites - Ben
Segment A02: Sports Team Drinkers - Jamie
Segment A03: Fitness Class Friends - Chloe
Segment A04: Supportive Singles - Leanne
Segment B05: Career Focussed Females - Helena
Segment B06: Setting Down Males - Tim
Segment B07: Stay at Home Mums - Alison
Segment B08: Middle England Mums - Jackie
Segment B09: Pub League Team Mates - Kev
Segment B10: Stretched Single Mums - Paula
Segment C11: Comfortable Mid-Life Males - Philip
Segment C12: Empty Nest Careerists - Elaine
Segment C13: Early Retirement Couple - Roger and Joy
Segment C14: Older Working Women - Brenda
Segment C15: Local Old Boys - Terry
Segment C16 Later Life Ladies - Norma
Segment D17: Comfortable Retired Couples - Ralph and Phyllis
Segment D18: Twlight Year Gents - Frank
Segment D19: Retirement Home Singles - Elsie and Arnold
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