SOURCE: Hanson Dodge Creative

December 13, 2007 10:06 ET

Hanson Dodge Creative Announces Active Lifestyle Research

Active Insights™ Sheds New Light on Outdoor and Fitness Consumers

MILWAUKEE, WI--(Marketwire - December 13, 2007) - Hanson Dodge Creative, America's leading brand experience agency focused on the active lifestyle consumer, has just completed the first phase of a primary research program aimed at understanding the emotional and psychological landscape of outdoors and fitness enthusiasts.

"Virtually all of our work for clients is based on consumer research," said Ken Hanson, senior partner and chief creative officer at Hanson Dodge Creative. "However, the Active Insights program represents an ongoing commitment to developing the authoritative perspective on the active lifestyle consumer." The research concept is a deliberate departure from standard market research. Designed to look beyond participation and buying habits, it reveals the emotional triggers that motivate, inspire and ultimately build brand loyalty in this elusive, selective and profitable demographic.

With decades of experience building brands like Trek Bicycle, Horizon Fitness and Johnson Outdoors, Hanson Dodge Creative is an expert at reaching the active lifestyle consumer. It understands that to earn the loyalty of this trend-conscious and highly intuitive consumer, a brand has to speak directly and connect emotionally. This research provides insights into new ways of doing that.

The research program was produced by Hanson Dodge Creative, administered through the Gluskin Townley Research Group and vetted by D P Research Solutions. Phase one surveyed over 1,400 self-described outdoor and fitness enthusiasts; phase two will consist of a second survey, journal-keeping and one-on-one interviews. The initial findings have uncovered fascinating connections between a person's preferred physical activity and their self-image, political and religious views. This window into the inner life of outdoor-lovers reveals spiritual campers, political paddlers and existential fitness buffs. Analysis of the research is available quarterly in the new publication, Active Insights™, and the results will be rolled into an annual index slated for distribution in late 2008.

"We are in the business of building brand champions for some of the world's premier active lifestyle brands," said Hanson. "To do that, you have to know how to speak to the consumer in an authentic, honest and meaningful way. Truly understanding what makes our target market tick is critical to creating actionable programs that will build sales and market share for our clients."

Hanson Dodge Creative client David Cathcart, marketing director for the Saris Cycling Group, agrees. "We are always looking for better ways to connect with and respond to our customers," he said. "With this initiative, Hanson Dodge has provided us with another great tool for doing that."

To learn more about the Active Insights project and read a sample digest from the whitepaper, visit

About Hanson Dodge Creative

Hanson Dodge Creative is America's leading design, branding and integrated communications firm focused on the active lifestyle consumer. Over 90 planners, marketers, designers and artists deliver insightful strategies, inspired design and maximum impact to an international portfolio of active lifestyle brands including Trek Bicycle Corporation, Burton Snowboards, Horizon Fitness, Johnson Outdoors, the Wisconsin Department of Tourism and the Saris Cycling Group. Hanson Dodge offers a wide range of strategic and creative services including brand planning, marketing communications consultation and innovative technology solutions. For more information on Hanson Dodge Creative visit

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