Outdoor Survey

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Outdoor Survey

What's your age?

Under 18

18-24

25-34

35-44

45-54

55-64

65 and over

Prefer not to answer

Clear selection

What's your gender?

Male

Female

Prefer not to answer

Clear selection

What's your education level?

Less than high school

High school / GED

Some college

Associate degree

Bachelor's degree

Graduate degree

Prefer not to answer

Clear selection

What's your income range?

Under $25,000

$25,000 to $49,999

$50,000 to $74,999

$75,000 to $99,999

$100,000 to $149,999

$150,000 or more

Prefer not to answer

Clear selection

Please check any outdoor activities that you participate in more than 3-5 times per year

Hiking

Downhill Skiing

Camping

Mountain Biking

Rock Climbing

Surfing

Kayaking / Stand Up Paddle Boarding

Fishing/Hunting

Other:

How often do you participate in the above-mentioned activities?

If you selected multiple, please respond in regard to the activity in which you participate the most

3-5 times per year

6-10 times per year

About 1 time per month

2-3 times per month

About once a week

2-3 times a week

4-7 times a week

Clear selection

How would you describe your proficiency in the activity you do the most

Beginner

Intermediate

Advanced

Expert

Semi-Pro

Professional

Clear selection

The remainder of the questions in this survey are centered around outdoor apparel and gear (jackets, pants, base layers, socks, hats, etc.). Please respond to the following with these types of items in mind.

The brands you own and use the most are:

Adidas

Arc'Teryx

Armada

Backcountry.com

Black Diamond

Carhartt

Colombia

Cotopaxi

Dakine

Dickies

Duluth

Fjallraven

Fox Racing

Gerry

Generic Amazon brands

Giro

Helley Hansen

High Sierra

Mammut

Marmot

Merrell

Mountain Hardware

Noronna

Oakley

Outdoor Research

Ozark trail

Patagonia

Pearl Izumi

Quechua

REI

Salomon

Scott

Stio

The North Face

Other:

Please explain why you prefer the brands you selected in the above response

When shopping for outdoor apparel (jackets, pants, base layers, socks, hats), how do you feel the products are priced?

Very Overpriced

Overpriced

Fairly priced

Underpriced

Very Underpriced

Clear selection

From a product engineering perspective, how do you feel when shopping for new outdoor apparel (jackets, pants, base layers, socks, hats)?

The product is...

Very over-enginnered (it's too nice and there are more features than I need)

Slightly over-engineered (it's a little too nice with a few more features than I need)

Just right (it's just the right quality with just the right amount of features)

Slightly under-engineered (it's poor quality, and missing features)

Very under-engineered (it's very poor quality, and missing important features)

Clear selection

As an outdoor enthusiast, which type of gear (jackets, pants, base layers, socks, hats) do you typically prefer:

Activity-specific products tailored for particular activities (e.g., climbing-specific pants, biking-specific pants, hiking-specific pants)

Multi-purpose products that are suitable for multiple activities (e.g., a single pair of do-it-all pants)

Other:

Clear selection

As an average outdoor enthusiast, how important is product performance in outdoor apparel (jackets, pants, base layers, socks, hats) to you?

Very important. I want the highest quality product and notice a performance advantage without it.

Important. I like high quality and notice a slight performance advantage.

Neutral. My gear does its job and I can't tell too much of a difference.

Unimportant. My gear could be better and I wouldn't notice a difference.

Very unimportant. I don't need pro-level equipment for a day-to-day outdoor activity.

Question not applicable. I'm a pro (or close) and need the highest quality gear.

Clear selection

When you think about buying new outdoor apparel, how much does the brand or logo matter to you (all other things being equal)?

Top priority

Second priority

Third priority

Fourth priority or lower

Clear selection

Please indicate if you agree/disagree with this statement:

"Participation in outdoor recreation (hiking, climbing, biking, skiing, camping, etc.) is prohibitively expensive, and the gear (jackets, pants, base layers, socks, hats) is a large part of this cost"

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

Clear selection

Please indicate if you agree/disagree with this statement:

"I have friends who would like to participate more in the outdoors, but can't due to the high entry price of quality outdoor apparel (jackets, pants, base layers, socks, hats, etc.) "

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

Clear selection

Please indicate if you agree/disagree with this statement:

"Brand or logo doesn't matter to me (when it comes to the jackets, pants, base layers, socks, hats I use). If it's the same quality, I'll buy something cheaper"

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

Clear selection

What are the key factors that influence your decision when purchasing outdoor apparel (jackets, pants, base layers, socks, hats)?

Please only select your top 2-3, even if more apply

Brand Reputation (how the brand is perceived)

Price / Affordability

Functionality / Performance

Sustainability

Quality / Durability

Style and Design

Fit and Comfort

Versatility

Reviews and Recommendations

Brand Values (e.g. a brand that aligns with your personal values)

Other:

How do you purchase outdoor apparel (jackets, pants, base layers, socks, hats), for yourself or others?

Please only select your top 2-3, even if more apply

Online through company website (e.g. Patagonia.com)

Online through retailer website (e.g. Backcountry.com, REI.com, etc.)

Online through discount/outlet store (e.g. Sierra Trading Post, Steep & Cheap, Moosejaw)

In-person, at brand location (e.g. a Patagonia retail store)

In-person, at retailer location (e.g. an REI store)

In-person at discount/outlets stores

Amazon.com

What's the average price you're willing to pay for new outdoor apparel (jackets, pants, base layers, socks, hats)?

Full price (no discount)

10%-15% off

20%-30% off

40%-50% off

55%+ off

Clear selection

How does affordability compare to other factors such as brand reputation, product performance, and design?

Affordability is the top factor

Affordability is the 2nd highest factor

Affordability is the 3rd highest factor

Affordability is the 4th highest factor

Affordability is 5th or lower

Clear selection

How interested (1 = not interested, 10 = very interested) would you be in purchasing outdoor apparel (jackets, pants, base layers, socks, hats) from a brand that:

- Has more affordable pricing (30%-40% lower) because it sells direct to consumer, online

- Sells good quality product, but not product that is over-engineered

- Has a marketing message focused on affordability (in contrast to other brands with messaging about sustainability, high performance, comfort, quality, etc.)

Clear selection

Please explain your response to the above question

Any other thoughts on affordability when thinking about outdoor apparel (jackets, pants, base layers, socks, hats)?

Do you feel held back from participating in outdoor recreation/sports (hiking, biking, skiing, climbing, camping, etc.) due to the cost of outdoor apparel?

Any other thoughts regarding product performance? Do you feel that most products are over-engineered for the average consumer? What about for you?

If you'd be interested in discussing this more (in a phone / email interview), please provide your name and preferred contact information (email or cell). Thanks!

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