Identifying and Understanding Golf’s Key Influencers
The Assessing the Pyramid Study was conceived to be an examination of the traditional Pyramid of Influence, evaluating the attitudes and behaviors of Serious Golfers and how they impact those around them. As the Pyramid investigation evolved, it provided opportunities for deeper analysis, including an evaluation of alternative segmentation techniques in order to define potential marketing opportunities.
Conducted with over 3,500 Serious Golfers in the Spring of 2007, the investigation looked at how Serious Golfers evaluate new technology, how they gather information on new products and technology and what influences them to purchase.
This study identifies, evaluates, analyzes and develops a deeper understanding of the impact various sub-segments of the golf population have on the dissemination of information, trial and subsequent purchase of golf equipment.
The Traditional Pyramid remains a highly valuable method for segmenting and attacking the golf equipment market, though several alternative segmentation methods exist. This study and analysis evaluates some of the most significant alternatives.
- Serious golfers are more brand loyal to golf balls than they are to other product categories. Find out which other categories have substantial brand loyalty and which are prone to brand switching.
- Monthly publications are still a critical component in the distribution of information about golf equipment and technology, though the Internet has significantly altered the landscape. How do these important consumer segments use traditional media and how has the Internet changed their habits?
- “Alpha” buyers are ultra-heavy consumers of golf equipment, who are isolated and analyzed within the body of this report. To qualify as an Alpha buyer, respondents had to indicate they normally buy a minimum of at least one driver per year (425 respondents), at least one set of irons per year (147), a minimum of one putter per year (368), at least 12 dozen new golf balls per year (283) or a minimum of two pairs of golf shoes per year (571). Each of the five product categories is evaluated and scrutinized in detail throughout this report.
- Leading Edge Innovators are the “Holy Grail” of golf consumers, buying at frequencies that far exceed any and all other attempts at segmentation. This is an elite group of golfers, representing only five percent of the total responding base. Leading Edge Innovators are four times more likely to buy a new driver per year, eight times more likely to buy a new set of irons per year, three times as likely to buy a new putter, two times as likely to buy 12 dozen balls a year and twice as likely to buy two or more pairs of shoes per year.
Find out who these golfers are and how to reach them.
The Assessing the Pyramid Study is scheduled for an updated release in 2012 in order to track the shifting trends of golf’s most avid consumers.
If you would like additional information about Golf Datatech studies, contact us at 888-944-4116. If you would like to purchase a copy of the Pyramid Report, click here.