Case Study: ,

Understanding what floats their boat

Looking at the motivations of the next generation of boat owners …

The issue

Our client wanted to identify future boat owners and understand why it lacked appeal with younger generations. Whether the barriers to purchase are overwhelming and whether the appeal to life on the water has lost its magic.

What We did

We produced a quantitative segmentation of potential future boat owners, so our client could define their target audiences. We supplemented this with a mobile leisure journal to add depth and breadth to the segments, capturing photos and videos of each on how they spend their leisure time. We also explored the journey to ownership for recent owners and those shopping for a boat by using a qualitative diary, recording research and shopping moments. Findings were later quantified with a survey of recent owners and lapsed shoppers.

The outcome

We recommended they re-establish the dream of life on the water and talked to the specific motivations of different segments of potential boat owners. We were able to pin-point the different barriers they needed to overcome by segment in order to help tailor their communications strategy accordingly.

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