Understanding the uses and purchasing habits of tennis players with Tecnifibre

Tecnifibre surveyed 2,400 regular tennis players to understand their usage and purchasing habits. ‍

Customer need

To refine its international business strategy, Tecnifibre needed to better understand the practices, expectations and purchasing behaviors concerning tennis rackets. The equipment manufacturer had to target a specific group of regular players in the 6 strategic countries where it operated.

Methodology

• Target: 2,400 regular tennis players (400 per country)
• Geographic scope: 6 countries (France, Germany, United States, Japan, Netherlands, Spain)
• Field duration: 4.5 days
• Recruitment: Social networks
• Survey methodology: Quantitative study

Key study findings

• Precise identification of the specifics and expectations of local targets in the 6 countries studied.
• Collection of valuable insights that facilitated the realignment of the business strategy in certain countries.
• Adoption of new key performance indicators (KPIs) of brand awareness in the overall brand strategy.
• Remarkable execution speed on an international field with data collection completed in 4.5 days.
• Excellent level of engagement from a population of passionate individuals who are nevertheless difficult to target and capture.

Purpose

Thanks to the speed of execution and the ability to reach a highly qualified international target, this study allowed Tecnifibre to effectively guide its product and marketing decisions. The brand now has the necessary keys to manage its local sales strategies in an agile way adapted to each market.