Research Reveals Two Distinct Mindsets
MILWAUKEE – August 28, 2008 – Hanson Dodge Creative, America’s leading brand experience agency focused on the active lifestyle consumer, has just released new findings from Active Insights, its primary research program aimed at gaining a deep understanding of this demographic. This latest digest details the two clearly defined mindsets that emerged from a survey of more than 1,800 self-described active enthusiasts.
While survey respondents fell into six general categories based on their favorite activities, analysis of personality traits revealed two distinctly different kinds of active lifestyle consumer. These subgroups were “outdoor-oriented” people and “fitness-oriented” people. The outdoor respondents identified their favorite activity as hiking, camping, boating, fishing or paddling while the fitness respondents preferred running or aerobic and fitness activities. But the respondents not only had different preferred activities, they had very different personality and lifestyle profiles.
The outdoors consumer tends to be laid back and able to enjoy life as it comes, while the fitness consumer has a more driven, take-charge personality. The psychographic profiles of each group revealed different motivations and pay-offs for their active lifestyles.
The two mindsets revealed in the research have implications for brands targeting outdoor or fitness enthusiasts. The outdoor-oriented are more likely to respond to messages that emphasize fun and adventure. Their purchasing decisions are most influenced by recommendations from their peers. The fitness cohort is more likely to be moved by intellectual appeal and expert opinion as well as messages that stress performance and results.
“While active lifestyle enthusiasts share a common bond in wanting to be active, they think and act very differently,” said Ken Hanson, CEO and chief creative officer at Hanson Dodge Creative. “These two groups approach life, gather information and make purchasing decisions in distinctly different ways. The brands who understand these differences and tailor their marketing strategies accordingly will be the most successful in reaching these highly desirable consumers.”
Active Insights is a product of Hanson Dodge Creative. To learn more about the research or download the latest digest or the entire whitepaper, visit http://research.hansondodge.com.
About Hanson Dodge Creative
Hanson Dodge Creative is America’s leading design, marketing and enterprise technology agency focused on the Active Lifestyle Consumer. Supported by Active InsightsTM – powerful proprietary research into the motivations and habits of the Active Lifestyle Consumer, HDC delivers insightful strategies, inspired design and maximum impact to an international portfolio of Active Lifestyle brands including Trek Bicycle, Burton, Old Town Canoes, Thule, Horizon Fitness, Wolverine, Eureka Tents, Ocean Kayak and more. For more information on Hanson Dodge Creative, visit www.hansondodge.com
*An earlier digest – The Outdoor Elitist: Don’t Miss This Target (Volume Two: Digest One, April 22, 2008) – detailed how higher-income outdoor enthusiasts differ from the outdoor cohort in general.