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a human need.
Qualitative research survey by the rheingold institute
in cooperation with OutDoor by ISPO
#OutDoorByISPO
ispo.com/outdoor
Approach: The quest for the outdoor experience
People are constantly searching. For recognition, entertainment, relaxation or the ultimate thrill. But what are fans
of the outdoor experience looking for? And can this experience be transposed onto completely new areas too?
Focus: Outdoor between meditation and adrenalin rush – every sport is based on a certain motivation
This white paper describes the outdoor mindset identified by the psychologists, which depending on the particular
form it takes, leads to preferences regarding the type of sport and experience.
Outdoor
Fishing fitness Endurance &
survival events
(e.g. Tough
Camping Mudder)
Engineering
vacation mini-adventure
(e.g. high
ropes course)
Bouldering
Hiking
Trailrunning Kayaking
Mountainbike
Windsurfing
Mountain Surfing
Skiing tour climbing
Climbing
The chart is designed to serve as a guide with sample categorizations. It does not exhaustively categorize all relevant activities.
Traditional understanding of outdoor Additional activities: the extended outdoor spectrum
“At work you get told what to do, outside you can be who you are.”
“Hiking is something for the body and mind, I just get away from
everything for 1–2 days and clear my mind.”
Matrix: Contextualization
The four motivation dimensions each form two extremes (dimensions) of the human outdoor need. In the tension
and interaction between these four variations, there are both traditional and “new” outdoor experiences that come
to light. The quadrants form thematic clusters which the respective activities can be assigned to depending on
their characteristics.
Usually, each activity harbors both extremes to varying degrees. A relaxed walk is more about taking a mental
break, but does also have the potential for an adrenalin rush if suddenly a wild boar crosses your path. On the other
hand, scaling a steep mountain gives you more of a feeling of a struggle for survival, but the picnic with a view
at the top certainly also has meditative moments. Nonetheless, at their core the different outdoor activities can be
assigned to one of the matrix quadrants and distinguished between and positioned according to their psycholo
gical structure.
A differentiated activation of outdoor consumers harbors the opportunity to expand the market. The two upper
quadrants enable an easy and therefore attractive entry into the outdoor world. Opening up towards trends
like increasing urbanization and inactivity is overdue and offers consumers new structures and orientation
(see outlook).
“I focus on my steps and nature, problems and worries are suddenly less
important and more manageable, especially when you are at the summit
and the world is at your feet.”
What this means for brands and retailers in the outdoor industry
He sees the integration of all the emotional stages of the process – challenge, overcoming and returning stronger
than before – as absolutely essential. If a civilized safety net is too prominent (for instance at the high ropes
course) then the heroic overcoming component typical to outdoor would need to be emphasized more. “Only then
can people really shut out their everyday lives and really conquer the outdoor world with completely new activities.”
1. Retail
These motivation groups allow retailers to divide their consumers up according to temporary needs. This allows
them to create additional relevant and coveted products which are a meaningful addition to this stage, above
and beyond the activity itself. Window displays and departments can also be used far more effectively as spaces
of inspiration for the right motivation dimensions.
2. Brands
Brand managers can use the motivation fields as a guide – they allow you to review easily whether your own brand
is credibly and appropriately positioned for a specific set of activities and motivations (micro mindset). Growth
potential can also be identified by investigating whether an expansion into other quadrants (micro-mindsets) makes
sense for the brand. The clusters are also ideal for use in campaigns and advertising messages, to address the
right audience in an approachable and fine-tuned way through a shared mindset.
3. Technology
Technologies by no means contradict the dimensions as long as they support the respective motivation as tools.
So out in the wild, it is not about being reachable, but rather about recording your experiences or performance
for later or having a backup in an emergency. The closer we get to civilization, the more receptive users will be to
social interactions, recommendations and services as something that adds value to their outdoor experience.
4. Destination and adventure tourism
In tourism, every stage of the customer journey should specifically address the motivating factors. For instance,
even the slightest reminders of civilization may rob the unadulterated nature experience or challenge of all its
authenticity. Tourism providers do have to ensure safety precautions, but should possibly conceal these from the
consumer depending on the motivation dimension in question in order to credibly suggest freedom and adventure.