When Chinese golfers shape the future of the market
Case study: Luxury
Need
Callaway China wanted to gain a detailed understanding of Chinese golfers, including their perceptions, expectations, decision journeys, brand opinions and future golfing habits.
Approach
An approach combining in-depth individual interviews (IDIs), desk research and questionnaires, enabling qualitative and quantitative data to be cross-referenced.
Impact
The results enabled the brand to adjust its marketing and communications plan, based on a detailed understanding of the needs and motivations of current and potential Chinese golfers.
Explore China’s golf boom, 360°
Deep-dive into golfers’ mindsets
In-depth individual interviews (IDIs) with targeted golfers and consumers yielded rich and detailed accounts, revealing their perceptions, motivations and experiences related to the game of golf and the world of brands.
Analysis of a sport on the rise
Desk research was carried out to identify major market trends, analyze sporting behavior in China and understand the rise of golf in society. This step provided a rich contextual perspective to inform the fieldwork.
Understanding the future of golf through its players
A representative panel was surveyed by means of questionnaires, enabling to assess golf penetration, future golfing habits and the image of the main brands. This data consolidated the qualitative insights gathered beforehand.
Understanding Chinese golfers through their habits and aspirations has enabled us to steer our marketing strategy and local campaigns more accurately.
Felix Fei
CEO China of Callaway
Golfing China: a strategic tipping point
Thanks to this study, Callaway China was able to refine its marketing strategy and communication messages, based on an in-depth understanding of the needs and aspirations of Chinese golfers. This has reinforced the brand’s local relevance in a growing market.
Share your brief
If you don’t have one, we can build it together
A good brief includes your problem, your target audience, the themes you want to explore and other key elements.
