Golfers Have a Unique Personality Profile - some might even suggest weird
Sport
Psychology Ltd (SPL) is running a study to look at classic personality typology
in golfers and the way it impacts their choice of equipment brand.
The study is
still collecting data but SPL had to release their overall findings (on the
group profile) as it has been shocked by the overall spread of the personality
types in golfers when compared to those seen in the general population. Golfers
seem to make up a specific subset of humanity – “Golfers are from
Mars and everyone else is from Venus” seems particularly apt.
SPL Chief
Psychologist (Stephen Smith) stated:
“I had assumed that the spread of
these famous personality factors was identical in golfers to the years of data
that has been collected about the general population, that simply is not the
case. I had anticipated, minimal, differences but some were eye-wateringly
huge. This study has significant implications for all golf bodies that are
working to increase the popularity of the game in non-golfers. Not only are
there clear differences in values and perceptions this data lends credence to
the evidence that the issue is not attracting people to golf but keeping them
when they come up against the typical long standing-player”
The
Technical bit:
The
Introverted Golfer/s
SPL asked
golfers to indicate which was their favourite brand. They also were asked to
self-classify their preferred personality type against classic Jungian factors*:
·
Introvert
vs Extravert
·
Pragmatic
vs Visionary
·
Logical
Vs Idealist
*The 4th
Pairing (structured versus spontaneous) was not used in this study.
Typically,
Introversion and Extraversion are evenly split with a tiny leaning towards
introverts at between 50% and 51% of people (data has been collected globally
for 80+ years and little variation has been noted). In the golfers in this study 74.8% were Introvert.
Introverts prefer their own company or to be in very small groups of people
they know well – they do not enjoy meeting new people. This could explain the ‘Golf
Clubs are welcoming myth’ – a phrase that seems to be a standard on every
club website (See SPL white paper ‘The Botched Hunt for the Tiger Effect’
2020). It would also explain the results of the
MSc dissertation of J. Walker –
University of Birmingham & PGA Professional. Walker demonstrated that many
new golfers loved the ‘Academy’ experience but were put off the game forever by
their contact with existing golf club members. Walker is continuing to
investigate this area in an ongoing doctorate.
Similarly, even
experienced golfers will tell you how challenging it can be to break into the ‘inner
circle’ in a new club and get invited to the Saturday sweep. Online booking has also made it easier for
‘Buddies’ to always ensure they play with each other and no one else.
All this
behaviour is exactly what any psychologist would expect of an introvert
dominated society or culture and there are no judgements here – it’s not right
or wrong. It is, however, extremely difficult for any overseeing body to create
a successful attraction formula to grow the game- it must take into account
that the way golfers behave and communicate as a group may be different to the optimal
way to influence and attract new players from a different behavioural sector
with different values and needs in the way they take on board information.
First
impressions count and golf can utilise Behavioural Insight science and
psychology to gently change behaviours in golf to ensure it is a good one for
all aspiring golfers who have just arrived from Venus.
As Walker
showed the psychological experience and ‘Joy’ of the attraction programme will
be quickly undermined by the next step in a new golfer’s journey and that is
the area that golf has to concentrate on if it truly wants to see a return on
investment in any attraction programmes
Pragmatics,
Visionaries, Logicals & Idealists
The differences
here were clear but not nearly as profound as the Introvert/Extravert
differences.
However, it was
noted that golfers were more visionary than seen in the general population and
there were far more value driven idealists than there were Logicals. This would
suggest that the way that golf equipment manufacturers are marketing to golfers
may not actually be hitting their customers’ sweet spots. The majority of
golfers may actually make their final decision based on their values and ideals
and be much more subjective in the way they evaluate golf equipment and brands.
SPL will
continue to collate data on each of the key brands and report the findings in
the very near future.
The survey is
still live at https://docs.google.com/forms/d/1DRJEus-dBx6FCFB6tyzB9samdB7svC9G7kkTo6cpXpc/edit#responses
For further details contact psych@sportpsychology.co.uk +44 (0)7806 794 527
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