Here's what Hanson Dodge Creative had more to say ...

2008-01-14T17:47:00.000-06:00

Here's what Hanson Dodge Creative had more to say about their Active Insights Program:

With decades of experience building brands like Trek Bicycle, Horizon Fitness and Wolverine, branding, technology and design firm Hanson Dodge Creative knows a lot about reaching the Active Lifestyle Consumer. But as part of our commitment to developing THE authoritative perspective on this selective and profitable demographic, we needed to move beyond our brand experience and understand the emotional triggers that motivate, inspire and ultimately build brand loyalty in the active customer.

Hanson Dodge Creative has just completed phase one of a primary research program designed to illuminate the emotional and psychological landscape of outdoors and fitness enthusiasts. More than 1400 U.S. adults who participate in at least one of the top 20 activities as defined by the National Sporting Goods Association were surveyed about their emotions, politics, and religious views as well as their activities. Administration of the survey and analysis of the data was provided by the Gluskin Townley Research Group; DP Research Solutions provided vetting.

Phase two - a second survey, one-on-one interviews and journaling – will launch in Q1 of ‘08. In the meantime, phase one’s initial findings reveal some compelling insights into the psyche of the Active Lifestyle Consumer – here are some excerpts you might find interesting:

Two distinct mindsets emerged – the fitness motivated (walking, fitness, biking) and the outdoor enthusiast (camping, hiking, paddling)
Fitness minded people
• Tend to engage in their activities alone
• Participate to feel healthier
• Describe themselves as “centered” and “focused”
• Are more likely to be single and female
• Have a higher African American subset

Outdoor minded people
• Tend to engage in their activities with others
• Participate to be outside
• Describe themselves as “relaxed” and “serene”
• Are more likely to be married and male
• Have a higher Hispanic subset

Gen X and Y are different
• Higher representation of women than boomers
• Less likely to vote, but more likely to volunteer
• More likely to say “looking good” is more important than “feeling good”
• Made fewer purchases, but spent more money – indicating real brand consciousness

For a deeper dive, please visit our website: research.hansondodge.com, and download our complete whitepaper.

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Here's what Hanson Dodge Creative had more to say ...