Access to quarterly whitepapers
There are four generations of Active Lifestyle Consumers out there, hundreds of millions of them, and yet what we most want to know – insights into their habits and motivations, and a better understanding of what they truly want – has been nearly impossible to uncover without tons of guesswork, postulations and some truly tenuous assumptions.
So in Fall 2007 we took it upon ourselves to design a primary research program that would gather this elusive psychographic data.
Active Insights will conduct research four times a year to help us and our clients develop insights into this consumer that ultimately result in real competitive advantage. Whitepapers will be published quarterly, along with a series of digests created to explore key whitepaper findings in greater detail.
Phase I
The questionnaire for this survey was designed for electronic distribution to an existing ZoomPanel online panel maintained by Market Tools, Inc. The panel universe consisted of 30,000 U.S. adults who were pre-qualified as having an interest in or who had participated in outdoor activities. A screening question was used to evaluate and re-qualify the respondents for inclusion in this particular study.
The screening question asked about participation in the following activities during the last 12 months: Camping, Hiking, Bicycle riding, Exercise walking, Mall walking, Workout at club, Kayaking, Canoeing, Whitewater rafting, Exercise with in-home equipment, Yoga, Tai Chi, Trail running, Running/jogging, Mountain biking (off-road), Rock climbing, Backpacking, Pilates, Fishing, Bird watching. An additional response choice – I have not participated in any of the above activities in the last 12 months – was included in the list. Those respondents who selected this response were screened out of the survey.
With our partner, The Gluskin Townley Group, administering the survey, it was deployed on September 17, 2007, to the Zoom Panel sample. On October 11, 2007, it was determined that the adult age 40+ segment of the population was well under-represented so an additional deployment to the sample was done with an additional screener for Age 40+ respondents. As of close of fieldwork on October 14, 2008, a total of 1,453 responses were received. The Gluskin Townley Group collated and analyzed the results, and statistician Daniel G. Callahan vetted the survey.
Phase II
Phase II fieldwork is scheduled for the first quarter of 2008. The same methodology and universe will be used. The resulting data is expected to provide additional support to the lifestyle segments created during the recently completed Phase I research.
At this point, upon completion of Phase II, statistical analysis will be undertaken to more clearly define both the lifestyle clusters as well as the archetypes mentioned in this report.
Next Steps