Winter scene with people on snowmobiles.


Undisclosed Powersports OEM


Market and Customer Research



Mapping the consumer journey for powersports purchases

One of the world’s largest powersports OEMs wanted to gain a more complete understanding of how consumers decide what to buy for their vehicles and where they ultimately make their purchases. As the first step in a multi-year omnichannel research engagement, we designed, deployed, and delivered one of the most comprehensive studies on powersports parts, accessories & apparel purchases.

From quantifying the role of online marketplaces to investigating the role of brick-and-mortar commerce in today’s changing landscape, our work provided critical insights for developing a differentiated sales strategy.

Journey map example for powersports parts, accessories, and apparel purchases

The Outcome

Decoding and documenting online and offline buying habits

Our custom qualitative and quantitative approach was designed to measure channel preference and brand loyalty while also uncovering opportunities to improve the parts, accessories and apparel purchase journey.

  • Contextual interviews explored the “why” behind powersports purchases
  • Survey distribution to 1,000 participants in the US and Canada
  • Mulitvariate analysis uncovered patterns and trends among different owner groups (demographics, rider profile, recency of vehicle purchase)
Customizer customer persona example Engineer powersports customer persona

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