ABSTRACT: Many current R3 and hunter education efforts incorporate the five “stages” or “phases” that describe hunter evolution and their “lifetimes” as participants in the sport. However, these phases are based on a single study published 38 years ago (Jackson et al, 1984) that focused on male Wisconsin duck hunters. Hunting has undergone significant cultural, participatory, and communications shifts since 1984, and today these phases are likely quite different for women and other critical demographics, as well as other types of hunting. Basing today’s R3 efforts on the experiences of localized duck hunters nearly 40 years ago is likely misleading. Led by subject experts, this project examined people’s motivations to hunt and participate in recreational shooting. Statistical consumer segmentation techniques were employed to scientifically separate hunters and recreational shooters into unique personas based on their participation motivations and preferences and to then identify how people’s motivations shift over their lifetime as a hunter and/or target shooter. The results can significantly improve the effectiveness of R3 and marketing efforts within the hunting and recreational communities.
