Two Mindsets: Outdoor Enthusiasts vs Fitness Enthusiasts

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At first glance, 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.

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Download the digest here

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Posted on September 4, 2008 in Popular Culture by BB / 1 comment

Active Insights on the Brand Show

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brandshow.jpgOur friends at Two West have a great podcast called the Brand Show

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. Every week, they explore the brands people love, hate, and love to hate. Their guest list includes some of the best minds in the biz, including some familiar names from Hanson Dodge Creative. This week, our own Dawn Finnegan and Marty Ellery discuss our Active Insights research initiative. You can check it out here The Enforcer movie

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(Their segment starts about three quarters of the way through.)

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Posted on January 17, 2008 in Marketing by Brian Steenstry / 0 comments