Discover Boating 

First time boat buyer research

 

Discover Boating acts as the marketing arm of the NMMA (National Marine Manufacturers Association). While working with Discover Boating the work produced by the team always improved sentiment and consideration of boating by the key targets and amongst the demographics of interest. However the challenge for the boating industry is that boaters are aging out of the category faster than they are being replaced with the next generation of boaters.

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We set out to conduct a landmark research study that would help the industry better understand the first time boat buyer. A multi-phased research project that included both qualitative, quantitative, and digital ethnography to ensure we were capturing the full picture. We wanted to know not only who they were from a demographic perspective, but their attitudes as well. We were able to uncover what made these potential boaters unique, what else they were interested in, what motivated them, and what distracted them. Ultimately providing an actionable insights to the industry, including boat manufacturers and dealers to help them engage first time boat buyers and secure the future of their business and the industry as a whole.

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You can review the full findings here!

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