Keeping a Pulse on the Great Outdoors
W5 is no stranger to the outdoor category. From segmentation with hunters to ethnography with anglers, we not only have a passion for research but a passion for the outdoors, too.
Research in the outdoor category is particularly interesting given these hobbyists and fanatics are often highly engaged in the categories and excited to explore ways to innovate and grow the category. They are on the hunt for bigger and better and want to be heard. At the same time, brands have to balance satisfying loyalists while also finding ways to gently onboard new or less involved consumers.
That’s why we had a close eye on the Outdoor Retailer Summer Market hosted last week at the Salt Palace Convention Center in Salt Lake City, Utah to see what’s new!
The event showcased the largest collection of innovative and unique gear, apparel, hard goods, footwear, and accessories. Here are a few highlights from the show:
The all-electric trailer changes how you travel.
[Photo/LightshipRV.com]
The next generation of electric bike from STALKER Outdoors.
[Photo/STALKER Mad Bike®]
The foldable camp grill that doesn’t discriminate―wood, charcoal, gas-powered―this grill is designed to use all three.
[Photo/SKOTTI Grill]
Interested in seeing how marketing research can support outdoor brands? Here are a few of our favorite campfire projects:
Hunting for Growth with Segmentation Research
An American hunting gear and apparel brand wanted to understand the market of premium hunting shoppers and the strategic market segments that exist and provide most opportunity. Overarching and segment-level insights were needed to inform internal and external strategy, including brand positioning, consumer marketing and messaging, and product and category development.
The results…
· W5 identified strategic, sustainable market segments including an emerging segment of female customers
· Provided recommendations to strengthen engagement with core enthusiasts and acquisition strategies to attract new customers
· Established brand health and awareness metrics to track over time
Fishing for Consumer Profiles to Drive Messaging
A leading producer of outdoor recreational products sought to identify distinct types of watercraft technology owners, including their category behaviors and drivers. W5 developed a comprehensive quantitative survey administered to owners of the client’s product and owners of competitors’ products.
The results…
· W5 profiled four data-driven customer personas of trolling motor and fish finder owners
· Uncovered each persona’s usage, needs, and engagement in the trolling motor category
· Provided guidance for marketing, messaging, and competitive differentiation
Shooting for Product Innovation with Exploratory Research
A heritage sporting goods accessory brand wanted to understand how a group of niche enthusiasts store and transport equipment to and from the practice range. W5 conducted in-depth qualitative research with firearm owners to inform product innovation and communication strategies.
The results…
· W5 revealed insights to understand the broader market of handgun consumers
· Captured routines, challenges, goals, and attitudes across the handgun storage experience
· Presented product design guidelines to create differentiation within the category
What are your favorite products in the outdoor category? What new innovations are you looking forward to? Leave your thoughts in the comments!