Research to Reveal the 'Inner Life of Outdoor Lovers'

In the US, brand experience agency Hanson Dodge Creative has just completed the first phase of a research programme to understand the emotional and psychological landscape of outdoor and fitness enthusiasts.

The Active Insights project is managed by Gluskin Townley Research Group and DP Research Solutions. Stage one has involved surveying 1,400 respondents who regularly participate in outdoor sports and exercise, and the next phase will involve a second survey, journal-keeping and one-to-one interviews with the group.

Designed to look beyond participation and buying habits, the study uncovers the emotional triggers that motivate, inspire and ultimately build brand loyalty in this demographic. Already findings have revealed connections between a person's preferred physical activity and their self-image, political and religious views.

The firm says the project represents an ongoing commitment to developing the 'authoritative perspective on the active lifestyle consumer'.

'We are in the business of building brand champions for some of the world's premier active lifestyle brands,' explained Ken Hanson, Senior Partner and CCO at Hanson Dodge Creative. 'Truly understanding what makes our target market tick is critical to creating actionable programmes that will build sales and market share for our clients.'

Web sites: www.hansondodge.com , www.gluskintownley.com and www.dpresearchsolutions.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.