Outdoor Industry Association (OIA) introduced OIA ConsumerVue, an online research tool showcasing findings from their recently conducted outdoor consumer segmentation study. The study, a first-of-its-kind, industry-level view of the outdoor consumer market, provides a look into the world of outdoor through the eyes of the consumer. A prototype of the new OIA ConsumerVue research tool will debut at Outdoor Retailer Winter Market 2015, January 21-24 in Salt Lake City.
OIA ConsumerVue was developed as an interactive way to translate the research findings from the study and help members utilize the data in their day-to-day operations. The tool will provide access to insights on the needs, attitudes, perceptions and behaviors of different segments of outdoor consumers, in addition to demographic information. The study identifies seven distinct consumer segments within the market to help OIA members determine which align best with their individual business strategies, and it provides actionable tools for targeting those most relevant to members’ businesses.

“OIA ConsumerVue is an exciting new foundation for OIA’s consumer insights offering and research efforts going forward,” said Christie Hickman, OIA’s Vice President of Market & Consumer Insights. “It will serve as a valuable resource to help OIA members understand changing consumer behaviors and apply that knowledge in ways that create opportunities within their business, whether from an operations, sales, product or marketing perspective.”

Attendees at Outdoor Retailer Winter Market 2015 will have an opportunity to demo the new OIA ConsumerVue research tool at the OIA booth (#BRL200) throughout the four days of the show. Those who demo ConsumerVue will have the opportunity to download the free executive summary from the consumer segmentation study, as well as be entered for a chance to win a $250 American Express gift card.

Following Outdoor Retailer Winter Market 2015, OIA ConsumerVue will be available to members on the OIA website and select products will be available for purchase by non-members as they are introduced. Throughout 2015 and beyond, OIA will release a series of products through ConsumerVue, including reports, infographics, videos and segment activation guides, that will build upon each other to provide a comprehensive view of the outdoor consumer and provide insight into key fundamental behaviors of consumers that shape today’s marketplace including:

  • What the total population of outdoor consumers looks like
  • How different segments of consumers recreate in the outdoors
  • What their purchase behaviors are when shopping for outdoor products
  • What role technology plays in their outdoor experiences
  • How the individual segments will change over the next five years
  • What macro trends will have the greatest impact on outdoor

Outdoor Industry Association
Based in Boulder, CO, with offices in Washington, D.C., Outdoor Industry Association is the leading trade association for the outdoor industry and the title sponsor of Outdoor Retailer. OIA supports the growth and success of more than 4,000 manufacturers, distributors, suppliers, sales representatives and retailers of outdoor recreation apparel, footwear, equipment and services. For more information, visit outdoorindustry.org or call 303.444.3353.