BACKGROUND:
A major Japanese golf brand wanted to expand its presence and distribution into the U.S. As part of their strategic business plan, the brand commissioned comprehensive consumer research to better understand the U.S. golf market.
RESEARCH SOLUTION:
A multi-phased research program, including qualitative research among various segments of U.S. golfers. A variety of groups among frequent players allowed the brand to fully explore different golf lifestyles, the process of golf clubs shopping and purchases, and attitudes, behaviors, and perceptions around golf brands and pricing tiers across club categories.
KEY RESEARCH QUESTIONS :
- How do golfers get into the game? What are frequent players’ current golf habits – when, where, with whom, why do they play?
- What are current attitudes and behaviors surrounding club purchases?
- What’s in their bag? What is their shopping and decision-making process for drivers, woods, irons, wedges and putters – for both past and future purchases?
- Who and what influences brand and product category purchases and attitudes? How and why do brands or products become part of their consideration set?
- What are current perceptions of golf brands in the U.S. marketplace? How do consumers see the brand landscape? What drives those perceptions?
IMPACT:
Understanding of U.S. consumer segments and golf lifestyles (vs. in Japan) informed both product marketing and strategic brand planning for expanding the brand’s presence in the U.S.
Categories: brand exploration, segmentation
