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Outdoor Activities

We recently completed a fascinating project researching the Great Outdoors or more specifically
investigated why consumers undertake or why they don't undertake outdoor activities.

Working for two organisations, The Camping and Caravanning Club and The Outdoor Industries Association, we looked at what activities are undertaken and why, what is spent on equipment and what are the barriers to undertaking outdoor activities.

Using a mix of techniques, including online research and face to face interviews with consumers, we were able to confirm the overriding interest in walking / rambling and highlight the link that exists between fitness and a healthy diet. What’s more, the research was able to demonstrate the considerable interest that exists amongst Club members for all things associated with the Great Outdoors, particularly walking, swimming and cycling.

And what are the catalysts to undertaking outdoor activities? There are fundamental differences between the two groups. Amongst Club members, it is the love of the outdoors that is the key driver, whilst amongst the general public it is the desire to keep fit.

But what of the barriers? The main inhibitor is time – or lack of free time. Our busy lives are not only preventing some people from enjoying any form of outdoor activities, our lifestyle stops those currently active from enjoying the great outdoors to the full.

Commenting on Gough Mandarin’s work on the project, Director of the Outdoor Industries Association said, “The UK outdoor leisure sector is worth over £1 billion at retail, but we don’t know nearly enough about what drives and motivates the end consumer’s purchasing and participation decisions. Given the close relationship between ourselves and the Camping & Caravanning Club, both organisations needed information and it made perfect sense to combine our resources in commissioning Gough Mandarin to conduct some in-depth consumer research. The OIA has already received very positive feedback from our members, proving the value of the research. It’s often been said that information is power and it’s not always who you know, it’s what you know!”