MakerSights

Our latest #research on the running category confirms what we've been hearing from our brands: the running category is growing, evolving, and here to stay. Not only are 20% of runners new to running, but 60% are open to exploring brands beyond their go-to choices. What does this mean for running brands or those looking to enter the category? There’s a real opportunity to capture market share—if brands and retailers can tap into what truly resonates with runners' needs and desires. Check out the link in the comments to Part One of our Running Research Report to learn more about who the running consumer is and what motivates them. #Running #ConsumerInsights #BrandStrategy

Our friends at MakerSights published a fascinating new report on the minds, habits, and shoe preferences of runners. 🤷♀ Why it matters: Running is having a moment as brands like HOKA, Brooks Running, On, Saucony, and ASICS are increasing sales to both veteran and new runners alike. 🤔 Did you know?: According to the report, nearly 20% of runners started running in just the last six months. This gives our footwear friends in the running space plenty of potential new customers with whom to engage. 👂 What I’m Hearing: Matthew Field, cofounder of MakerSights, sees great potential for running brands to engage with these new runners but cautions that they will have different needs, saying: "About 20% of runners are ones that have taken up running in the last six months. That's pretty staggering. And so when you think about the addressable market that brands can be communicating with, can be building community around, can ultimately be looking to sell product into, that's a sizable increase in the pool of people. But the newer runners may have a very different set of criteria around how they run, around what they're looking for in a running shoe." Oh, also: Runners are starting to run more as a social activity, as 60% of runners have experimented with group running. I’ve seen a number of running brands sponsor and support group running events to connect more closely with runners. 🧠 Be smart: Empowering an active and engaged sales force is critical to building key relationships with specialty running stores and runner-led organizations. One more thing: The report also analyzes runner preference when it comes to maximalist vs. minimalist options and colorway and style choices. 💻 Go deeper: Check out the report in all its glory via the link below: https://lnkd.in/e_7sMxB4 📱Even deeper: Listen in on my conversation with Matt on this week’s Shoe-In Show here: https://lnkd.in/eSFk6TxR

Running continues to explode in popularity and diversity. In a recent study MakerSights conducted across 1,600 consumers, we found 1 in 5 had taken up running w/in the last 6 months!! That's staggering participation growth for an activity that's already so big. There are a lot of factors contributing to the category's growth - relative affordability and accessibility being primary, as well the halo effect from so much run UGC on Youtube / Tik Tok / Instagram. But one of the growth drivers I'm most excited by is the rise of social running. The loneliness epidemic in the US (and globally) is well documented, but the stats are stark and scary. In a 2023 study published by US Surgeon General Vivek Murthy, 1 in 2 U.S. adults reported experiencing significant loneliness. Social isolation, according to the study, also increases the risk of premature death by ~30%. But what does this have to do with running? Well, for decades running has been defined by its solitary nature. People (overwhelmingly) ran alone. Marquee run races and events are almost all individual. Famous moments in running history (think Roger Bannister breaking the 4 minute mile or Sly Stallone jogging the streets of Philadelphia) have been an athlete competing against his/her own limits, or the clock. But, that narrative is changing, and changing fast. Run clubs are all the rage today. Groups big and small are popping up in cities across the world. And it's not just a niche segment of the market taking part. Our research found 60% of runners (including me, thanks RENEGADE RUNNING Oakland!) have tried a run club in the last year, with >35% participating in social running regularly. Strava recently announced that over 750K clubs have been created on their platform - not all running-related - but all with a goal of fostering kinship and community. In a moment of time where so many are craving connection, support and fun, it's easy to see why run clubs are having such a major impact in swelling the ranks of global runners. With social running clearly more than a fad, I'm curious to see how it impacts how performance brands build and market their products going forward. Technology attributes (foams for comfort, carbon plates for speed) have long shaped product creation and positioning. But when a significant portion of the run market is more motivated by its social benefits vs. individual performance metrics, I assume this will materially impact product inspiration and storytelling. Curious if others agree? cc Emily Mullins Hy Rosario Paul Martin Travis Hildebrand, MBA Erin Flynn Michelle Ave Eric B Schenker Mark Sutton Marc Makowski Mike Keisman #running #runclubs #runners #loneliness #socialrunning #community Btw - for anyone interested in seeing more of the data from our Run research, it's all free and available on our site: https://lnkd.in/g5BUAmgY (Part 1 of 5)

Our recent Leggings Style Report uncovered that V-waist leggings are a global favorite—stylish, flattering, and loved across the US, UK, and China (especially by younger consumers). This may make you wonder: why don't more brands have them in their current line? Check out the report to understand which leggings waist styles resonate across regions and why. #opportunity #consumerinsights #athliesure #retail

We're seeing brands leverage AI to transform sketches into products and write persuasive product descriptions. But is AI helping you make better decisions? That's the AI we're excited about. We're using AI to help brands feel confident that they are always hearing directly from their target consumers (no bots please), to get answers fast (because who has time to sort through hundreds of quotes), and to ensure no one is making decisions in a vacuum (because context is everything). What decision have you made using AI this week? #ai #decisionmaking #consumerinsights

From concept sketches to colorways, materials to sell-in – every stage of your product launch is a critical milestone. You can't miss a milestone or present unreliable data, so why should we? That's why we've designed our insight programs to align directly with brands product calendar, ensuring each insight is relevant to the decisions you need to make. Learn more at MakerSights.com #productdevelopment #marketresearch #retail

Brands are expected to evolve as their consumers' needs change—so why shouldn't we? We're excited to officially announce the new and improved MakerSights, inspired by our customers. Our focus: 1️⃣ Bringing consumer needs and product preferences into brands' product creation and GTM process 2️⃣ Curating tangible summarized insights aligned with each brand's key milestones 3️⃣ Providing quality answers fast—think “I need to make a decision by EOW” fast (thanks to AI) 4️⃣ Doing all this at half the cost of traditional research firms, without compromising on support or data quality Allow us to reintroduce ourselves as MakerSights, retail's modern research partner. #RetailResearch #ConsumerInsights #ProductInsights

Is your brand still focused on only targeting a luxury consumer? If so, you may want to consider the impact on the younger generations. Listen to our podcast episode where we dive deeper into this topic 👉https://hubs.la/Q02xDpNS0

Our first-ever podcast recorded at the Perspectives event by MakerSights is now live! We had a discussion about income inclusivity in the retail industry, with top leaders, blake simpson(ex-GAP) and Erik Joule (EJ)(ex-Levi). They discussed the power of inclusivity in the retail industry and how brands like adidas and Dick's Sporting Goods are setting a winning strategy. So, if you're a product or consumer insights leader in retail, this episode is for you. Listen now 👉 https://bit.ly/3wDT3Or

Our first-ever podcast recorded at the Perspectives event by MakerSights is now live! We had a discussion about income inclusivity in the retail industry, with top leaders, blake simpson(ex-GAP) and Erik Joule (EJ)(ex-Levi). They discussed the power of inclusivity in the retail industry and how brands like adidas and Dick's Sporting Goods are setting a winning strategy. So, if you're a product or consumer insights leader in retail, this episode is for you. Listen now 👉 https://bit.ly/3wDT3Or