The updated segmentation study identified five unique groups of firearms owners who had purchased a firearm from 2015 through 2020. While all segments have protection in mind when they made their most recent purchase, their motivations differ significantly in other ways, including intended recreational uses and more. We must stress the motivations women have for purchasing a firearm also differ widely, and no single persona accurately represents all women firearm owners.

Understanding the different personas making up the female firearm consumer market is critical if a company is to maximize its sales potential. Below are summary personas of three segments that embody a significant number of female owners: