PROJECTS : Cycling Consumer Outlook Overview

The Cycling Consumer Outlook (CCO) is an indepth look into the lives and challenges of a typical cycling consumer today.

We screened more than 400 consumers who had just purchased a quality bicycle from a specialty bicycle dealer to find the core group of 100 we would work with on this indepth project. We did not want more than 10% of the participants to subscribe to any cycling publications. We wanted to make sure they were typical in every sense. These were not enthusiasts, they were typical consumers who we as an industry do not communicate with.

We worked with these 100 consumers from across the country for more than three months. We conducted extensive phone interviews,they wrote in journals, took pictures, drew, and participated in focus groups.

With all this work we gained fresh insights into the challenges facing the typical cycling consumer who walks into a bike shop.

• Had to have purchased a bike over $250 at an SBR in the past 3 months
• Ages 24 to 55
• 40% Female
• No more than 10% subscribed to any cycling publications
• One third were spread across the country
• Two-Thirds were clustered in LA, Chicago, Denver Metro and Washington Metro areas to facilitate focus groups