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Identified in the British Marine Futures research recommendations was the need to ‘Develop more relevant segmentation models for boating and watersports by commissioning research to better understand the barriers and motivations for participation’.

Market segmentation is defined as the process of dividing a market of potential customers into groups, or segments, based on different characteristics. The segments created are composed of consumers who will respond similarly to product offers or marketing strategies and who share traits such as similar interests, needs, or locations.

Available here are the Full Report which explains the full scope and findings of the research and the Pen Portraits reports which provides more specific detail about the identified boating segments.