consumer insights presentation - gabriela marengo - escp europe
TRANSCRIPT
98Molestie Consequat
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Florine Vanhove, Charles Fricker, Segolène Giraudier, Clara Ceccaldi & Gabriela Marengo
Consumer Insights Research Project EYE CLIMB
1. THE CLIMBING INDUSTRY: CONTEXT
Democratization International High-Performance
Sport
43 federations in Europe
1878 licensed athletes
Fast-growing community
25M climb regularly 3000 climbing
1st time every day
432 athletes competing
23,500 spectators.
Rock Climbing Bouldering
Traditional Climbing Sport Climbing
Block Climbing
OUTDOOR INDOOR
2. BRANDS TARGETING THE SPORT
2. IMMERSIVE EXPERIENCES IN THE CLIMBING INDUSTRY
3. IMMERSIVE EXPERIENCES
g
CLIP N CLIMB- Visually attractive climbing
walls - No human spotter - New mechanical pulley system
- Visual immersion - Action Entertainment - Social - Healthy challenging fun
NOVA HI-TECH WALL
- Embedded lighting system that illuminates behind cracks to display map route
- Mobile app tracks ascent - "Ambient" mode converts the
wall into a light installation.
- Home Training + decorative wall - Learning support - Data recorded through the APP
AUGMENTED REALITY CLIMBING WALL
- Illustrates the ideal route or provide hints to help climbers choose the best option for their next move
- Training data recorded - Instant video feedback - Learning support - Fun: animated figures
Sources of Secondary Data: Federation websites, documentaries, field studies, specialized magazines.
4. FIELD STUDY
Sources of Primary Data: Qualitative research to discover what the feelings, motivations and points-of-view of amateur and professional climbers were.
Madrid Indoor Climbing Championship, on November 28th: conducted interviews, met the community, discovered healthy competition among the participants.
7 interviews conducted: 15 minutes’ interviews. Various profiles: 3 climbing championship winners + 4 amateurs climbers + 1 professional from the industry.
CONSUMER INSIGHTS: SPORT DEFINITION & VALUES
DIVERSE SPORT
Physical & Mental Effort
COMPLETE
Outdoor Indoor
LIFESTYLE
EngagementAdventure Passion Surpass oneself Respect Nature
OUR CLIMBER
38% WOMEN
YOUNG PEOPLE
39% under 18 Also older
people
SPORTS AND STRONG SENSATIONS FANS
TRAVELLERS OPEN-MIDED
‘HYPERACTIVE’ PEOPLE
‘BABACOOL’ ‘HIPPIES’
CONNECTED TO NATURE
BOTH FROM RURAL & URBAN AREAS
CONSUMER INSIGHTS: TARGET
CLIMBER LOVERS From Outdoor to Indoor
to train
NEW CONSUMERS From Indoor to Outdoor
to discover new climbing possibilities
FEELINGS MOTIVATIONS- Freedom & Pleasure
- Fear seeker: “Feeling in danger, strong and free”
- “Healthy drug”
- Feel luck and excited
- Feel that one can always go further and higher
- Adrenaline
- Travel: discover new places to climb
- Have fun: this is a pleasure before being a sport
- Physically surpass yourself and know your limits
- Share your methods and see other climbers
improve themselves
- Share a passion and your emotions
Self-esteem development, pride and satisfaction Balance between body and mind
“Outdoor or Indoor, this sport remains an adventure”
CONSUMER INSIGHTS: CLIMBER’S JOURNEY
- 2/3 times training per week
- Competitions on the weekend
- Easy, few material
- Partner to climb in the gym
- Free time (weekend, holidays)
- Meteo and localization check
- Trail Preparation
- Material Preparation
INDOOR OUTDOOR
HOW CAN WE IMPROVE THE EXPERIENCE?
EYECLIMB
Augmented Reality experience:
- Indoor
- Outdoor
Target Price:
- Glasses : 299€
- Glasses + Helmet : 499€
- Special price for indoor
clubs
4. OUR SOLUTION: EYE CLIMB GLASSES
INDOOR
- Learning phase : exchange between
trainer and student, virtual guidances
- Entertainment: virtual obstacles, virtual
paths, interactions with others, games
- Social dimension: save your path and
your climbs to challenge others
- Performance: track all your activities.
4. OUR SOLUTION: EYE CLIMB GLASSES
OUTDOOR
- Learning/discover: tag the wall you climbed,
see the ones others did and watch the tips if
you want
- Communication: connected with your mates
- Help: ask help while climbing + scan the
reliefs
- Experience: pictures, record climbs,
geolocalization + approach phase
EYE CLIMB: DANGERS & SAFETY ISSUES
VOICE CONTROL GPS TRACKER FOR SAFETY VIDEO ASSISTANCE CUSTOMIZATIONLIGHT DESIGN
5. COMMUNICATION OF EYE CLIMB
SHARMA BARCELONA
EDUCATION & PROMOTION ON
INFLUENCERS
2. IMMERSIVE EXPERIENCES IN THE CLIMBING INDUSTRY
THANK YOU!