Qualitative, Actionable Results Based on Integrated Qualitative Research
Bauer, the world’s leading hockey equipment manufacturer, was making the leap to brick and mortar with its “Own the Moment” experiential retail concept. Complete with highly-skilled staff, extensive merchandise selection and test rinks, the stores gave customers a hands-on shopping experience. After the pilot store opened in Boston, Bauer wanted to know if “Own the Moment” did in fact create an exciting shopping experience that built consumer brand relationships. Was this retail format profitable and could it drive sales to other Bauer retailers?
A SIVO Insights’ research consultant designed and implemented a full-spectrum strategy to generate rich qualitative research that informed quantitative-driven, actionable results. The study used in-store ethnographies, intercepts and focus groups to uncover the motivations, values and biases that formed the players’ and parents’ shopping behaviors. Research findings were then validated with Quantitative Awareness Trackers and a Pre-Post Shopper Quantitative Study to gain detailed insights on any changes in player and parent brand/retailer perceptions and shopping behavior.
Bauer learned that “Own the Moment” was working. The hands-on, educational, experiential retail concept made for an exciting shopping experience that drove store sales and re-energized the market. In fact, it was a double win: consumers were purchasing Bauer hockey equipment at both “Own the Moment” and other area retail partners. The survey data also identified areas for improvement, established performance benchmarks and helped sell expansion plans to senior management. A second store is now open in Minneapolis and more stores are to open in other key hockey markets in the United States and Canada.