The project aims to provide valuable insights and benefits to the recreational fishing sector in Tasmania. By understanding the experiences, behaviors, drivers, communication needs, and change factors of recreational fishers, the project will enable targeted marketing and effective communication strategies for TARFish. Through a comprehensive review of available data and segmentation analysis, the project will develop profiles of the recreational fishing industry in Tasmania, including different types and levels of avidity. This information will facilitate the identification of growth opportunities, overlaps between fishing segments, and potential areas for substitution. The project will also identify barriers to change, preferred communication channels, and the benefits of recreational fishing for different segments. By ensuring a robust and repeatable methodology, the project will provide a valuable resource for ongoing research and decision-making in the recreational fishing sector.