The study of individual variation offers an underexploited wealth of o
pportunities for mammalogists. This paper addresses recent development
s in the study of both intra- and inter-individual variation. After re
viewing several methods (e.g., intraclass correlation, product-moment
correlation and confirmatory factor analysis) for quantifying intra-in
dividual consistency or repeatability, we discuss how these measures o
f repeatability can serve as guides for appropriately defining traits
and how they may be helpful in ensuring that appropriate statistical m
odels are used (e.g., in accounting for measurement errors in regressi
on analyses). We discuss three aspects of inter-individual variation;
phenotypic selection, alternative individual strategies and phenotypic
integration, and quantitative genetic analyses. The value of these ap
proaches for studying inter-individual variation is illustrated with r
ecent examples from the literature. Finally, we discuss how many field
studies of mammals may be well poised to exploit the unique insights
that can be gained from studying individual variation.