In this exploratory study, a segmentation analysis of a shopping mall’s customers is conducted according to the activities they performed during their visit, based on a methodology developed by Bloch et al. (1994). This methodology is extended with measures of perceptions, emotions, and motivations. Activity-based clusters, obtained with the Variable Neighborhood Search metaheuristic applied to the p-median problem (Hansen and Mladenovi´c, 1997) proved to be significantly different along many psychographic dimensions (including atmospheric perceptions), and demographic variables. This profiling methodology successfully synthesizes many segmentation approaches that were used separately in previous studies. This results in a complete and distinct profile of each group that may be a useful tool for retail strategists.