It is important to consider multiple factors (attitudes, interests, needs, motivations, and barriers) for various participants depending on the type of program they enroll in (e.g. adventure-based, environmental education, day or overnight). Outdoor organizations would benefit from a deeper understanding of their types of participants, what prompts and prevents them from participating, and how best to connect with each type of participant through specific programming and marketing efforts.Psychographic profiles are created from a combination of demographic variables and information about consumers' attitudes, interests, and motivations behind a purchase decision (Giddings, 2010). In a systematic review of the literature on psychographic profiles, Wells (1975) explained that this approach to categorizing customers offers new insights that may be not made from demographic information alone. A profile developed from a deep understanding of customers allows an organization to shift marketing and programming strategies, resulting in more uniquely targeted positioning and messaging, and services offered based on customers' needs (Giddings, 2010).One context in which psychographic user profiles can be explored is summer camp, as parent demographics and barriers, motivations for their children, and child interest are important factors to be considered. Therefore, the purpose of this study was to identify key consumer psychographic profiles via a case study approach. Outdoor programmers can consider using similar typologies or developing their own that are suited to their participants and program. Method