Based on the impact of life style issues on marketing fields, and several shortcomings on measuring life style, this study employs the Life Style Database in ICP Taiwan Database, from 191 to 1997n, to explore some related issues. The empirical investigation found that the ICP Life Style Scale fails to pass the requirements of internal consistency and item-total correlation tests. Thus, exploratory factor analysis is employed to reconstruct the factor structure of 1996 database. A 35-item, 12 –factor life style structure is built, and accordingly taken as the base model. The multi-sample analysis of LISREL confirms that the factor patterns among the 7 years are homogenous. The cross-period comparison also found that 10 of the 12 factors are change during the 7-year time-range, even though not in a consistent manner. This study also provides some suggestions about the future purification and modification toward the life style measurement, and some applications of related database.