INDUSTRY DATA
CRUNCHING THE NUMBERS L
ast year, global marketing agency Shift Active Media launched its inaugural ‘What’s Next?’ report.
The research uncovered the value of marketing investment during a downturn and helped cycling brands navigate some of the choppy waters which the industry has faced in recent times. February saw the second edition, so BikeBiz caught up with chief strategy officer, Doug Baker, to get his thoughts on how it has developed to date.
“I’m proud but not satisfied,” explains
Baker. “We started it because we couldn’t find the data that we wanted for client strategy projects. There wasn’t enough good quality data in the market for us to go and find anywhere else. “We tried working with mainstream panel data. While it worked for some things like commuting, it just didn’t work for researching enthusiast riders and topics. “So we had a hunch that it would be useful for a lot of people and that turned out to be the case.” To create the report, Shift utilises a combination of Google
30 | May 2024
BikeBiz catches up with Doug Baker, CSO at Shift Active Media, to discuss the ‘What’s Next?’ series
search data and its own Rider Research Hub. Rider Research Hub is Shift’s own proprietary panel of more
than 7,500 cycling enthusiasts from across North America, Europe and the UK. Baker admits that getting such a large group of enthusiasts was a challenge.
“Research is built on people being willing to answer surveys. Most people in the country have an opinion on Sky TV or favourite chocolate bar etc,” he explains. “When we want to find gravel riders who are spending over a certain amount of money or if you want to look to find people who are thinking about buying a cargo bike, it’s really hard to find them in those data sets. And it’s hard to keep them interested. “So we’ve had to work really hard to make
sure it’s interesting enough that people stay with us and make sure it’s rewarding enough.”
Despite this being a hurdle, Shift has managed to create a
strong, active base of panel members and it’s helped the agency do a range of work beyond just traditional buying habits. “We’ve tested new competition formats for people, looked at product development, helped brands understand where
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