In a century where consumers found themselves with increasing leisure time, Dichter’s Institute undertook many studies relating to this industry. Companies as diverse as Dunlop, the Boy Scouts of America, the Detroit Symphony Orchestra, the New York Mets and the NRA (see A creative memorandum for the National Rifle Association on the National Outdoor Center) all commissioned reports to harness the power of motivational research for this growing field.

The range of sports and activities represented is almost as diverse, with swimming, shooting, sailing, skiing, harness racing and snowmobiling all having reports dedicated to them. This representation can range from investigating the market and how to motivate salespeople to promoting the sales of the sporting goods. Several reports note the emergence of growing market segments outside of a company’s typical demographic.