A look into segmentation through finding groups that commonly go into bars together.

1. Bar Segmentation Project
By Ashley Harer

2. What kind of people go to bars?
• Realizing this is the question I
wanted to answer, I conducted a
survey interviews, and
observations of people at bars. I
wanted to dig deep to find out
what kind of people go to
specific types of bars, who they
go with, why they go, and how
they act.

3. Why do people go to bars?
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Socializing
Meeting new people
Listening to music
Dancing
Environment/atmosphere
Creating new memories
People watching
Conversations with the bartender
Dating

4. So who are the people I
surveyed, interviewed, and observed?
• mid 20’s to early 40’s
• ¾ single
• Caucasian, Hispanic, Asian, and Middle
Eastern (majority were Caucasian)
• Students and the people working in
tech, advertising, sales, and the service
industry

5. The Groups

6. The Girl Group
• 3 or more girls from ages 20’s – 30’s
• Normally sit or stand at the bar
• Talk to one another but browse the
room
• Order wine or mixed/specialty
cocktails
• Sometimes engage in conversation
with new people
• Dressed up nicely

7. The Lone Ranger
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A man usually early 30’s to 40’s
He will grab a seat at the bar
He will glance around the bar
He will sometimes start small
talk with bar stool neighbors or
bartender
• Usually keeps it mellow and
orders a beer
• A little more relaxed clothing

8. The Catch-uppers
• Usually two people later 20’s to 40’s
• Either girl/girl boy/boy or girl/boy
• Meet to catch up because they haven’t
seen each other in a long time
• Will not usually glance around the
room much
• Very interested in each other
• What they order is always different
don’t know what to expect

9. The Daters
• Normally two people late 20’s to
earlier 30’s
• Either blind date, online date, or setup
• Come to restaurant bar for date or bar
after a date if it goes well
• If its going well they don’t typically
glance around the room
• Engaged with one another and usually
order wine, beer, mixed/specialty
cocktails
• Dressed casual but nice

10. The Taken
• Two people in a relationship or
dating and usually engaged in
one another
• Very calm and relaxed
• Talk about days or plans
• Usually one orders for the both
and drinks are regularly similar
• Normally dressed down

11. The Bro’s
• A group of guys mid 20’s to early 30’s
• Friends that come to the bar usually
together
• Always remain standing and constantly
survey the room
• Usually order beer or mixed drinks
• After first or second round sometimes
order shots
• They try and engage girls
• And usually are the loudest
• Dressed up in nicer shirts ready to go
out for the evening

12. The After-Work Click
• This is a group usually mixed with
men and women late 20’s to 40’s
• They go out together after work
• They are almost always in their
work attire, maybe a tie is gone or a
shirt is unbuttoned a bit
• Normally order drinks all over the
map unless one person gets the
round then they will order the
same for everyone
• They discuss work a majority of the
time as well as families and hobbies

13. So who fits in to these categories?

14. What the graph told me?
• The people I talked to and watched were pretty alike the people I
surveyed. I found that a majority of people like to go to bars with
their significant other or a group of friends that are both male and
female.
• I found a majority of people said they choose these groups above
the rest because it is the most comfortable for them and they know
they can count on having fun.
• And almost unanimously people don’t go to bars by themselves
followed by on a date.
• I found that people think going to a bar by themselves is
weird, boring, and awkward. They also don’t choose to go on a date
at a bar because it is cheesy, too loud, or just not ‘ideal.’
• A group of friends of your own gender fell right in the middle along
with a friend to catch up.

15. Where did I go?
• I observed and interviewed at the bars
most popular to the people I interviewed,
which were restaurant bars, dive bars,
and lounges.
• I luckily work at all three types of bars,
but also went to three more that I was
not as familiar with.

16. In conclusion
With this, I wanted to dig deeper than just seeing groups
and talking about them. I wanted to see what most
people considered more ideal and less ideal. I realized
that people tend to be very similar even though many
are from different backgrounds and experiences.

17. Thanks!!