Field Guide to the Role of Consumer Research in the Sports and Outdoor Industry
Success of a product starts and ends with the consumer.
I recently had the opportunity to sit down with Cole at The Backcountry Marketing Podcast to delved into the role consumer research plays in the product creation process. Below is a summary of the key insights shared, designed to guide teams in developing impactful, consumer-driven products.
If you or your team face any of the issues we discussed, please feel free to reach out. I am always happy to connect and help teams transform consumer data and observations into strategic insights that drive decisions.
Summary:
Why Consumer Research Matters
Consumer research is the foundation of great product. It shapes the journey from ideation to market launch by ensuring the product meets real consumer needs. At the end of the process, the consumer’s decision to purchase or not is the ultimate test of success.
While companies often focus on measuring sales, investing in upfront research can prevent costly missteps by validating ideas early and ensuring product-market fit.
Consequences of Skipping Consumer Research
Without proper research, teams risk developing products that fail to resonate.
Common challenges include:
Internal Echo Chambers: Teams may recycle outdated insights or prioritize internal preferences over consumer needs. Watch for signs like statements beginning with “I feel” instead of focusing on the consumer’s perspective.
Institutional Bias: Companies may resist innovation to protect legacy products, fearing the risks of disruption. However, as in cycling’s peloton, “if you’re not moving forward, you’re moving backward.” Stagnation invites competitors to take the lead.
One-Hit Wonders: Brands that succeed with an initial product may falter without ongoing research, missing the mark on subsequent launches. Research creates a repeatable, scalable process for innovation and success.
Who Should Conduct Consumer Research?
Everyone from product teams to marketers from engage in consumer research as part of their roles. However, many lack formal training, leading to skill gaps. That’s why I teach consumer research courses and conduct corporate training, equipping teams with practical tools to gather and apply insights effectively.
With that said, for complex projects such as segmentation or pricing studies, it’s best to collaborate with specialized vendors for efficiency and accuracy.
Observations vs. Insights
Understanding the difference between observations and insights is crucial:
Observations are the “what”—actions, quotes, or data points.
Insights reveal the “why” behind the observation, driving transformative innovation.
While observations lead to incremental improvements, insights can spark major breakthroughs. Both are valuable, serving as building blocks for product evolution.
A Few Best Practices for Qualitative Consumer Research
Develop a Learning Agenda: Plan ahead to identify key questions and research needs for the season.
Create a Discussion Guide: Align teams on key questions to ensure consistent data collection.
Minimize Bias: Stay neutral in appearance and conversation to focus on the consumer’s experience.
Go to the Consumer: Immerse yourself in their environment to gather richer insights.
Debrief Daily: Synthesize findings each day to capture fresh insights and refine the approach.
Consumer research isn’t a one-time effort. It’s an ongoing process that informs product development, user experience, and marketing strategies. By connecting with consumers at every stage, companies can anticipate challenges and innovate effectively.
Have thoughts or questions about incorporating consumer research into your strategy? Please reach out and let’s continue the conversation!