The science of congregation studies and psychographic segmentation: O come all ye thinking types?

Leslie J Francis,Susan H Jones,Ursula Mckenna

doi:10.4102/hts.v77i4.6747

Abstract

Previous research employing Jungian psychological type theory has both demonstrated that Church of England inherited congregations have problems engaging thinking types and suggested that fresh expressions of church have failed to address that problem. Three previous studies, however, have reported higher proportions of thinking types attending cathedral carol services. The present study was designed to check that finding on a larger sample. The Francis Psychological Type Scales were completed by 941 participants at the afternoon Carol Services held in Liverpool Cathedral on Christmas Eve 2019, and the data compared with the profile of 3304 participants within 140 inherited congregations. The present study also found a higher proportion of thinking types among the participants at these carol services. These findings suggest that cathedral carol services may be functioning as fresh expressions of church in a significant way. Further research is needed to explore whether other cathedral services may function in similar ways. Contribution: Situated within the science of congregation studies, rooted in psychological type theory and drawing on data from 941 participants at the afternoon Carol Services held in Liverpool Cathedral on Christmas Eve 2019, this study confirms that cathedral carol services at Christmas are more successful than either inherited church or fresh expressions of church in reaching thinking types.

Highlights

The science of congregation studies as conceptualised by Francis and Lankshear has much in common with the wider fields of studies in leisure and tourism
Against the background of the studies reported by Walker (2012), Francis et al (2020a) and Francis et al (2020b), the aim of the present study is to explore the psychological type profile of participants attending the two traditional Carol Services held in Liverpool Cathedral on the afternoon of Christmas Eve 2019: the first service was held at 14.00 and the second at 16.00
Drawing on psychographic segmentation theories employed within the wider fields of studies in leisure and tourism, the http://www.hts.org.za present study has illustrated and assessed the contribution that this approach can make to the science of congregation studies

Summary

Introduction

The science of congregation studies as conceptualised by Francis and Lankshear (in press) has much in common with the wider fields of studies in leisure and tourism. Both are concerned with identifying the characteristics of participants, and with establishing the differentiating correlates of these characteristics. Studies in leisure and tourism are well familiar with the utility of sociological theory and sociological segmentation for understanding patterned individual differences in interests, behaviours and expectations There are clearly established correlates of sex, age and socio-economic status in choices, behaviours, expectations and consumer patterns within the leisure and tourism industries

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