Frank Savage and Steve Collins will share their insights on Harley Davidson's approach to product design.

Patrick Walters, of KOVI, a leading market research firm in the bicycling industry, will offer his perspective on how product research differs in market segments where consumers are passionate about the topic or product (life cycle choices).


Product research in market segments where... [read more]

Frank Savage and Steve Collins will share their insights on Harley Davidson's approach to product design.

Patrick Walters, of KOVI, a leading market research firm in the bicycling industry, will offer his perspective on how product research differs in market segments where consumers are passionate about the topic or product (life cycle choices).


Product research in market segments where consumers are passionate about the topic or product (life style choices) is greatly different from segments that lack passion (detergent and toilet paper). So too are the business models for those that conduct that research. Kovi does research for many of the leading brands in the bicycling industry. Deploying a longitudinal, managed panel approach to research, KOVI has developed a unique business model to address the differences that exist between this and traditional market segments that has shifted the cost/revenue stream from the brand and onto the consumer... That is, the consumer pays KOVI to test products.