98 Molestie Consequat vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui congue Florine Vanhove, Charles Fricker, Segolène Giraudier, Clara Ceccaldi & Gabriela Marengo Consumer Insights Research Project EYE CLIMB
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Consumer Insights Presentation - Gabriela Marengo - ESCP europe
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98Molestie Consequat
vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui
congue
Florine Vanhove, Charles Fricker, Segolène Giraudier, Clara Ceccaldi & Gabriela Marengo
Consumer Insights Research Project EYE CLIMB
1. THE CLIMBING INDUSTRY: CONTEXT
Democratization International High-Performance
Sport
43 federations in Europe
1878 licensed athletes
Fast-growing community
25M climb regularly 3000 climbing
1st time every day
432 athletes competing
23,500 spectators.
Rock Climbing Bouldering
Traditional Climbing Sport Climbing
Block Climbing
OUTDOOR INDOOR
2. BRANDS TARGETING THE SPORT
2. IMMERSIVE EXPERIENCES IN THE CLIMBING INDUSTRY
3. IMMERSIVE EXPERIENCES
g
CLIP N CLIMB- Visually attractive climbing
walls - No human spotter - New mechanical pulley system
- Visual immersion - Action Entertainment - Social - Healthy challenging fun
NOVA HI-TECH WALL
- Embedded lighting system that illuminates behind cracks to display map route
- Mobile app tracks ascent - "Ambient" mode converts the
wall into a light installation.
- Home Training + decorative wall - Learning support - Data recorded through the APP
AUGMENTED REALITY CLIMBING WALL
- Illustrates the ideal route or provide hints to help climbers choose the best option for their next move
- Training data recorded - Instant video feedback - Learning support - Fun: animated figures
Sources of Secondary Data: Federation websites, documentaries, field studies, specialized magazines.
4. FIELD STUDY
Sources of Primary Data: Qualitative research to discover what the feelings, motivations and points-of-view of amateur and professional climbers were.
Madrid Indoor Climbing Championship, on November 28th: conducted interviews, met the community, discovered healthy competition among the participants.
7 interviews conducted: 15 minutes’ interviews. Various profiles: 3 climbing championship winners + 4 amateurs climbers + 1 professional from the industry.