Bauer Hockey is the leading manufacturer of winter sport equipment, fitness, and apparel in North America and produces helmets, gloves, sticks, skates, shin guards, pants, shoulder pads, elbow pads, as well as goalie equipment.
In a nutshell, Bauer is looking into ways to penetrate into new segments of the market and grow its constituents especially among the younger generation.
BrainMustard conducted a comprehensive research to understand the consumer mental associations, the decision making process, and path to purchase.
The study consisted of various psychographic and demographic segmentation exercises and resulted in a comprehensive segmentation analysis and decision making model depicting the experience of customers inside and outside store.
A valuable takeaway from this research was the discovery of the dynamics between the influencers, users, and decision makers throughout the client's information and communication channels.
These insights allowed the company to make strategic decisions to improve its choice architecture and product offerings throughout its distribution channels.