Collaboration will focus on industry level consumer segmentation study
Outdoor Industry Association (OIA) announced today it is partnering with Egg Strategy, Inc. for a first-of-its-kind industry level consumer segmentation study for the outdoor industry. The study will be a quantitative and qualitative research effort to identify and quantify the broader market potential of outdoor consumers and distinct target segments within it and help OIA members determine where and how to align their brands and business strategies with their highest potential customer segments, both now and in the future. OIA and Egg will launch the study this week with initial findings expected to be released by the end of the year.
Chosen after a comprehensive RFP process that evaluated more than 20 candidates, Egg Strategy, Inc. is a global consultancy that has provided strategic consumer insight, brand building and innovation services to a wide range of industries, working with companies such as Kraft, The North Face, Home Depot, and Starbucks.
“The scope of this project goes far beyond a traditional segmentation study. For this reason, it was essential for us to identify a partner who had the strategic vision and ability to, not only conduct a robust study, but translate those findings into actionable business opportunities across a very diverse range of stakeholder groups within our membership,” said Christie Hickman, vice president of Market & Consumer Insights for OIA. “While many candidates proposed strong solutions within certain aspects of the process, Egg Strategy was the only one to provide a consistently solid and innovative approach to both identifying the market opportunity as well as activating it for our members.”
With a much broader definition of outdoor emerging among younger consumers, it is essential for the industry to understand the growing market opportunity that exists beyond its traditional core customers. This foundational insight of the new landscape for outdoor is needed to drive OIA’s ongoing efforts to understand the consumer of the future, outdoor recreation of the future and what the outdoor business of the future will need to be.
“Egg Strategy is delighted to partner with Outdoor Industry Association on this groundbreaking understanding of the “Outdoor Consumer.” This visionary undertaking will empower OIA to strategically lead the industry with powerful new insight into current consumer behaviors, needs and ultimately help the industry to form stronger overall consumer engagement,” said Christopher Wilshire, Partner and Founder of Egg Strategy. “Egg Strategy is a perfect fit for this partnership as a leading global consultancy with deep understanding of today’s consumers, brands, and categories that must respond to the challenges posed by a rapidly changing marketplace. With Egg’s headquarters in Boulder, Colorado, there is also a natural fit with a deep love of all things outdoors.”
Logo courtesy Outdoor Industry Association