New Hunter Audience Personas and Journey Maps
The Wildlife Management Institute, Southwick Associates, and DJ Case & Associates just released the results of a study that identified and examined the national new hunter audience and developed personas and journey maps based on this research. This report was funded by the Multistate Conservation Grant Program (#F22AP01126), a program supported with funds from the Wildlife and Sport Fish Restoration Program and jointly managed by the Association of Fish and Wildlife Agencies and the U.S. Fish and Wildlife Service.
The study involved focus groups and surveys to identify information related to new hunter demographics, motivations, barriers, and experiences including first hunts, species hunted, and firearms used. The researchers segmented the resulting data into four primary new hunter personas. Each persona's unique life events and motivations informed the development of a journey map that helps illustrate the journey that new hunters take from when they first learn about hunting to when they age out of the activity.
The project results recommend the best ways to identify, reach, engage, and support new hunters by understanding who they are and addressing their unique demographic and personal attributes.