7th Sense helps UK motorcycle brand reach new audiences

7th Sense was working with an iconic UK motorcycle brand to optimise its customer journey and learn how this may differ across markets and buyer profiles. To aid critical decisions on planning, designing and producing this new journey, the client needed to understand multiple factors:

1. Market preference in their 4-stage customer journey
2. Interactions and preferences for face to face or new digital customer experience
3. Preferences of different buyer profiles, markets and product owner types
4. Prospective consumer profiles and effective communication
5. The appetite across the full range in each market

A global study was launched to empower the client to access and connect with its niche audience of motorcycle enthusiasts, both previous purchasers and intenders. This was achieved by:

1. Identifying a niche audience of prospective buyers - Our project management teams defined and built various hard-to-reach groups of respondents with purchase history or interest in 3 product categories.
2. Replicating the audience for multiple markets - Considering each specific quota split, these niche audiences were built across 7 key international markets – UK, US, France, Germany, Italy, Japan and China.
3. Providing full visibility and continuous monitoring - Progress was communicated to the client along the way and our team had the agility to address the issue of a rarity of moto/enduro owners in Japan to meet the quota requirements.

The analysis revealed some key differences between certain buyer profiles and markets. The client was able to develop a new purchase journey tailored to individual buyer types, using the findings to:

1. Gain a clear understanding of buyer’s interest levels and the role of digital versus in-store in the customer purchase journey
2. Identify and apply a flexible approach in different markets
3. Discover the potential for a leading position on their customer journey against key global rivals