OIA ConsumerVue Webinar Series 1

Description

This webinar takes you inside OIA's consumer segmentation project, from the spark of a hypothesis to data collection, analysis, and developing actionable insights. It provides a brief overview of the 9 consumer segments and 3 larger groups of core, active, and casual participants. Distinct consumer profiles emerged from this study, revealing meaningful insights about a shifting industry. Communicating these findings clearly and accurately is key, as well as providing actionable insights that brands and retailers can do something about, turning complex data into a confident strategy. Outdoor participation studies have shown an influx of more than 27 million new participants since 2019. Even with the participation base growing, the data also showed that outdoor enthusiasts were participating less frequently overall. After more than a decade of change in the consumer base, OIA sought to understand this shift through a market research survey. The goal was to get some real-world data on consumers' spending habits and behaviors, participation frequency, and intensity of approach to outdoor activities. In the past, participation frequency was the only metric used to differentiate between core and casual. This study included other variables like intensity of approach to outdoor activities and emotional drivers, and then these were compared to spending habits to see if there was a correlation.