This study evaluates three main assumptions underlying the belief that research on life-styles is essential to gain insight in the demand side of the housing market. First, traditional demographic and socioeconomic variables are thought to have become less adequate for predicting residential preferences because of the increased sociocultural complexity of contemporary society. Life-styles could provide the necessary additional information. Second, certain life-style groups supposedly prefer specific aggregated types of housing and environment (woonmilieus). Third, residents supposedly favor homogeneous life-style settings. These assumptions are not substantiated by the results of a survey among the tenants of a housing association in Eindhoven, the Netherlands. In the discussion it is argued that the findings may have a more general validity. Life-styles are probably not necessary as a supplement to traditional variables. Moreover, other additional predictors (specifically, single sociocultural characteristics and activities) appear to be less problematic and more suitable to account for the consequences of sociocultural diversity. These variables may also facilitate the understanding of housing preferences and thus further a better match between supply and demand.