We produced a quantitative segmentation of potential future boat owners, so our client could define their target audiences. We supplemented this with a mobile leisure journal to add depth and breadth to the segments, capturing photos and videos of each on how they spend their leisure time. We also explored the journey to ownership for recent owners and those shopping for a boat by using a qualitative diary, recording research and shopping moments. Findings were later quantified with a survey of recent owners and lapsed shoppers.