2019 Pyramid of Influence Study

Identifying and Understanding Golfer's Key Influencers Conducted with 3,000 serious golfers in the Spring of 2019 to investigate how they evaluate new technology, how they gather information on new products and technology, and what influences them to purchase. To highlight the changes in attitudes and behaviors, the analysis concentrates on whether the “Trickle Down” effect still drives golf equipment sales. The third installment of the study identifies, evaluates, analyzes and develops a deeper understanding of the impact and influence various sub-segments of the golf population have on the dissemination of information, trial and subsequent purchase of golf equipment.  These sub-segments consist of the Traditional Pyramid (Segmented by Handicap), The Alpha Consumer (Segmented by those who purchase at a higher rate), The Leading Edge Innovator (Segmented by those who "Must Have" the latest technology) The Brand Loyalists (Segmented by those who are very brand loyal) Opinion Influencers