In recent years, states have invested millions to implement new systems that record each and every fishing license transaction. These systems have generated a wealth of under-used data that can be employed to better know our sportfishing customers. With a greater understanding of our customers, efforts to boost fishing participation and tackle sales can be enhanced.
To demonstrate the information and benefits possible from state license databases, the American Sportfishing Association (ASA) and the Association of Fish and Wildlife Agencies launched a joint two-year project. With assistance from Southwick Associates, Inc., three to five years of state license records, numbering millions of transactions, were secured. Then, the data were analyzed using a method known as "lifestyle segmentation" analysis.