Hanson Dodge Launches Active Insights™
Research Program
Over the 25 years that Hanson Dodge Creative has been serving clients such as Trek Bicycle, Johnson Outdoors and Horizon Fitness, we have learned a lot about the Active Lifestyle Consumer. We have gained insights into who they are, what inspires their passion, what they buy to serve their interests and how they make those buying decisions. But as part of our ongoing commitment to finding ways to better connect our clients with their clients, HDC has undertaken a major primary research initiative aimed at deepening our understanding of the psychographics of this fabled consumer group.
Active Insights looks beyond purchasing patterns and participation trends to uncover the commonalities and differences in motivations and rewards across activity segments and demographic groups. In short, we want to know what makes Active Lifestyle consumers tick.
Phase one, a survey of over 1,400 outdoor and fitness enthusiasts, is complete. The analysis of the data is in our whitepaper titled Be Real. To receive Be Real and subsequent whitepapers, you can subscribe to Active Insights.
The whitepaper is also being distilled into digests consisting of observations and opportunities uncovered by the research. The first such digest, which takes a closer look at Generation Y, is now available for download. Our second digest, slated for publication in February, focuses on the Outdoor Elite.
The next phase of our research, along with a second survey, journaling and one-on-one interviews will yield additional whitepapers, all of which will be rolled into an annual index slated for release in late 2008.
The data collected so far has yielded some fascinating and sometimes counterintuitive results. The social, political and religious inclinations of Active Lifestyle consumers are widely varied among the different segments within the demographic. Future research will further clarify the differences and similarities among this diverse group.
Our research is ongoing, and we look forward to sharing new insights into the Active Enthusiast and ways to translate those insights into actionable marketing and communications strategies. Subscribe to Active Insights to receive a free copy of the whitepaper or learn how your brand can participate in upcoming surveys by contacting research@hansondodge.com.
Active Insights was designed here at Hanson Dodge Creative, administered by Gluskin Townley Research Group, and vetted by DP Research Solutions.