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SMS promises new data from interviewing cycling consumers - BikeBiz

SMS promises new data from interviewing cycling consumers

Sports Marketing Surveys is to offer abridged versions of its consumer reports.
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Sports Marketing Surveys is to offer abridged versions of the reports available via its International Consumer Behaviour Programme. This was released earlier this year and involves consumer interviews.

The abridged reports will be available for pro cycling, apparel, helmets, digital devices, shoes, wheels, tyres, and retailers.

Each report will include the profile of cyclists and overall cycling habits, as well as assessing the relevant sector, including details of brand ownership and attitudes, spend and point of purchase.

SMS INC.’s sports business manager for cycling, Edward Willis, said: “We have had excellent feedback from clients across the industry who are already benefitting from this research. With many in the cycling industry coming to terms with slowing sales, this research can help manufacturers, retailers, federations and event organisers make better commercial decisions and establish how they can best appeal to different groups of cyclists.”

The International Cycling Consumer Programme was run in the UK, France, Germany and the USA and features samples of "core" cyclists within each market. To participate, respondents had to have spent at least £400 on their main bike, and have cycled 12 times in the six months prior to fieldwork. Male and female cyclists were recruited in equal proportion to enable close analysis of differences between male and female participants. 

The programme will be repeated at the end of the year allowing for participating brands to have an input on the questions and topics covered.

Report prices range from £1,000-£2,000 per country, dependent on category. The full report, which offers an overview of all areas of the cycling market, is available for £3,500 per country.

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