December 12, 2007

BACK

Got Consumer Research on Hot Tubs?  The Industry Needs It!

This is a call for consumer research to help us develop the branding and message platform for the hot tub growth initiative.  We would prefer to forgo investing time and money in new research that merely duplicates what may already be available through the collective body of companies committed to growing our industry.

Here is what we are looking for with regards to the research:

• Must have been completed no earlier than January 2006
• Must provide insight into the category as a whole -- not specific brands or specific types of units
• Must be focused on consumers’ purchase behaviors, motivations, barriers, etc.

By providing research you will shorten the learning curve in developing the research plan for the hot tub industry initiative.  You will make us smarter about the customer segmentation prior to embarking on the quantitative and qualitative research phase of the start-up plan.

The sources of the research will never be revealed, and individual research studies will not be shared outside of APSP and our agency partner, Melamed Riley Agency.  The industry will benefit from the collective body of the research as it will be used to develop the platform for the campaign and only the end result will be shared with all contributors to the start-up fund. 

Time is short, given the milestones set forth in the start-up plan here attached.  Please contact Lauren Stack by December 14 if you are willing to help out the initiative by sharing market insight. We need to have, in hand, any research you are willing to share by December  21 at the latest in order to stay on target.