Access to quarterly whitepapers
Active Insights digests enable you to do a deeper exploration of some of the more provocative findings of each quarterly whitepaper. If you would like email notification when new digests are available to download, simply subscribe to Active Insights. It's fast, easy and free.
August 19, 2008
Actively Different: Fitness vs. Outdoor Messaging
At first glimpse, outdoor and fitness-oriented consumer mindsets may seem subtly different. But get to know how they think from the second they wake up in the morning, and you will see the differences are stark. The outdoor-oriented consumer group is ready for adventure: they're raring to call someone and get outdoors. The fitness-oriented consumer group gets right to their goals, already prioritizing the things they need to do - they approach life with determination and purpose.
Active Insights Volume Two: Digest Three examines the dichotomy between outdoor-oriented and fitness-oriented consumers. Their distinct mindsets drive the way that these consumers gather information, process it and then use it to inform their shopping process.
June 24, 2008
The Price and the Payoff of Environmental Responsibility.
In order to really get to the heart of the environmental responsibility movement within consumer brands, we thought we should go right to the source itself - the stewards of some of the largest and most well known brands in the Active Lifestyle universe.
We’ve assembled a panel of brand representatives in the Active Lifestyle Consumer space who are all members of the Outdoor Industry’s Eco Work Group, and asked them questions about environmental economics. Their open dialogue complements our research and truly helps define what Active Insights is all about.
April 22, 2008
The Outdoor Elite: Don’t Miss This Target.
They get out and do more. They spend more. And without doubt, are some of the savviest consumers around. Discover the Outdoor Elite — a focused subsection of the Active Lifestyle Consumer, primarily made up of men who are wealthier and more highly educated than the average outdoor enthusiast. They are both motivated by a love of the outdoors, and the desire to live an active lifestyle. The Outdoor Elite know what they want, and they are intimate with the retailers that have the things they’re going to use in stock.
December 5, 2007
Generation Y: Your future brand champions?
Every generation has its perceived baggage, a back-story of sorts that may or may not be real, but nonetheless becomes the general zeitgeist of its members. While aspects are usually spot-on, it’s always revealing to look closer and shed light onto the nuances of specific segments. When you examine the most-minute detail – as we have begun to with our Gen Y breakout – then the real, relevant talking points start to become apparent.