{"id":42375,"date":"2023-04-14T15:00:51","date_gmt":"2023-04-14T19:00:51","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=42375"},"modified":"2026-05-05T16:09:39","modified_gmt":"2026-05-05T20:09:39","slug":"%ec%8a%a4%ed%8f%ac%ec%b8%a0-%ec%9a%a9%ed%92%88-%eb%a7%88%ec%bc%80%ed%8c%85-%ec%a1%b0%ec%82%ac","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/ko\/%ec%a0%84%eb%ac%b8%ec%a0%81-%ec%a7%80%ec%8b%9d\/%ec%8a%a4%ed%8f%ac%ec%b8%a0-%ec%9a%a9%ed%92%88-%eb%a7%88%ec%bc%80%ed%8c%85-%ec%a1%b0%ec%82%ac\/","title":{"rendered":"Sporting Goods Marketing Research | SIS International"},"content":{"rendered":"
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\uc2a4\ud3ec\uce20\uc6a9\ud488 \ub9c8\ucf00\ud305 \uc870\uc0ac<\/h1>\n
\"SIS<\/figure>\n<\/p>\n

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\uc2a4\ud3ec\uce20 \uc6a9\ud488 \ub9c8\ucf00\ud305 \uc870\uc0ac \uc0b0\uc5c5 \ub3d9\uc778<\/h2>\n

\uc2a4\ud3ec\uce20 \uc6a9\ud488 \ubc0f \uc7a5\ube44 \uc0b0\uc5c5 \uc131\uc7a5\uc758 \uc8fc\uc694 \uc694\uc778 \uc911 \ud558\ub098\ub294 \uac74\uac15\uacfc \ud53c\ud2b8\ub2c8\uc2a4\uc5d0 \ub300\ud55c \uc138\uacc4\uc801\uc778 \uc778\uc2dd\uacfc \uac15\uc870\uac00 \ub192\uc544\uc9c0\ub294 \uac83\uc785\ub2c8\ub2e4. \uc549\uc544\uc11c \uc0dd\ud65c\ud558\ub294 \uc0dd\ud65c\ubc29\uc2dd\uacfc \ub9cc\uc131\uc801\uc778 \uac74\uac15 \ubb38\uc81c\uac00 \uc99d\uac00\ud568\uc5d0 \ub530\ub77c \ub354 \ub9ce\uc740 \uc0ac\ub78c\ub4e4\uc774 \uc2e0\uccb4 \ud65c\ub3d9\uc5d0 \ucc38\uc5ec\ud560 \uc218 \uc788\ub294 \ubc29\ubc95\uc744 \ucc3e\uace0 \uc788\uc73c\uba70 \uc774\ub85c \uc778\ud574 \uc2a4\ud3ec\uce20 \uc6a9\ud488 \ubc0f \uc7a5\ube44\uc5d0 \ub300\ud55c \uc218\uc694\uac00 \ub298\uc5b4\ub098\uace0 \uc788\uc2b5\ub2c8\ub2e4. \ub610\ud55c \uc870\uc9c1\ud654\ub41c \uc2a4\ud3ec\uce20, \ud53c\ud2b8\ub2c8\uc2a4 \ud2b8\ub80c\ub4dc, \uc57c\uc678 \ub808\ud06c\ub9ac\uc5d0\uc774\uc158 \ud65c\ub3d9\uc758 \uc778\uae30\uac00 \ub192\uc544\uc9c0\uba74\uc11c \uc2a4\ud3ec\uce20 \ubc0f \ud53c\ud2b8\ub2c8\uc2a4 \uc81c\ud488\uc5d0 \ub300\ud55c \uc218\uc694\ub3c4 \ub298\uc5b4\ub098\uace0 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n

Another factor driving the trends in the sporting goods and equipment industry include increased focus<\/a> on product innovation and development, integration of advanced technologies, and sustainability initiatives. Market research provides insights<\/a> on manufacturers that are constantly introducing innovative<\/a> products with improved performance, comfort, and durability to cater to the evolving needs of consumers. Technology-driven products such as smart wearables, connected fitness equipment, and sports tracking devices are gaining popularity among consumers, providing opportunities for growth.<\/p>\n

Lastly, sustainability and eco-friendly practices are becoming increasingly important in the industry, with consumers seeking environmentally conscious products<\/a> and brands. Data and strategies in \uc2a4\ud3ec\uce20\uc6a9\ud488 \ub9c8\ucf00\ud305 \uc870\uc0ac<\/a> help guide companies that are adopting sustainable materials, manufacturing processes, and packaging solutions to reduce their environmental footprint and meet consumer demands for sustainable options.<\/p>\n<\/div>\n

Sporting Goods Marketing Research: How Category Leaders Win the Shelf and the Shopper<\/h1>\n

Sporting goods is a category where brand loyalty is fragile, basket composition is seasonal, and store layout decides margin. The category leaders treat retail as a research instrument, not a distribution channel.<\/p>\n

Sporting goods marketing research has shifted from quarterly tracking studies to continuous shopper observation tied directly to assortment decisions, planogram revisions, and private label expansion. The firms gaining share are the ones reading shopper behavior at the fixture level and feeding it into procurement, vendor negotiation, and category management within weeks, not quarters.<\/p>\n

Why Shopper Behavior Inside the Store Drives Category Margin<\/h2>\n

Sporting goods buyers cross-shop more than any other discretionary category outside electronics. A shopper entering for youth baseball cleats often leaves with a hydration pack, a lacrosse stick, and nothing they came in for. That fluidity is the opportunity. It is also why digital analytics alone underread the category.<\/p>\n

SIS International Research shop-along interviews across Dick’s Sporting Goods locations in Aurora and Littleton found that shoppers consistently form purchase intent at the department threshold, not the shelf. The visual cue that signals “this is the running department” determines whether a shopper enters the aisle at all.<\/span> Brands paying for endcap placement without auditing wayfinding pay for fixtures shoppers never reach.<\/p>\n

The implication for vendors negotiating with Dick’s, Academy Sports, REI, and Scheels is direct. Slotting fees should be priced against department-entry rates, not store traffic. Most BOM negotiations between OEM brands and the chains still use door count as the denominator. That is the gap category leaders exploit.<\/p>\n

The Shop-Along Method and What It Reveals About Assortment<\/h2>\n

Shop-alongs, ethnographic interviews conducted while a shopper moves through the store, surface decisions that exit surveys cannot capture. The shopper points to the fixture that confused them, the signage they ignored, the substitute they grabbed when the size was missing. That sequence is the source of truth for assortment rationalization.<\/p>\n

Across SIS shopper ethnographies in mass sporting goods retail, three recurring patterns emerge: parents shopping for multi-sport households default to the brand they recognize from team uniforms, not the brand they researched online; shoppers over fifty rely on staff recommendations more than signage and abandon the trip if associates appear unavailable; and footwear try-on friction predicts category abandonment more reliably than price sensitivity.<\/span> These are not preferences captured in panel data. They are mechanisms visible only in the aisle.<\/p>\n

For a Fortune 500 brand selling into the chains, the leverage point is clear. Field research feeds vendor scorecards. Vendor scorecards feed annual line reviews. Line reviews determine shelf space. The brands treating shop-along data as a procurement input, not a marketing artifact, hold their facings when private label expands.<\/p>\n

Private Label Pressure and the OEM Response<\/h2>\n

Dick’s CALIA, DSG, and VRST lines, Academy’s Magellan and BCG, and REI Co-op gear are reshaping the bill of materials economics on the shelf. Private label in sporting goods now commands premium adjacencies that national brands historically owned. The retailer captures the margin and the shopper data.<\/p>\n

The OEM response that works is not price defense. It is evidence-based differentiation surfaced through structured B2B expert interviews with category managers, planogram analysts, and regional buyers at the chains. The brands holding share in apparel and footwear are the ones presenting line review packages built from shopper-observed friction points the private label has not yet solved.<\/p>\n

Total cost of ownership framing matters here. A national brand cleat that lasts two seasons against a private label that lasts one is a real argument when the buyer is a parent with three children in travel sports. That argument requires longitudinal shopper research, not a brand tracker.<\/p>\n

The Categories Where Research Investment Pays Back Fastest<\/h2>\n

Not every sporting goods subcategory rewards the same research approach. The payback curve varies by purchase frequency, technical complexity, and substitution risk.<\/p>\n

\n\n\n\n\n\n\n\n\n\n
Subcategory<\/th>\nHighest-Value Research Method<\/th>\nPrimary Decision Supported<\/th>\n<\/tr>\n<\/thead>\n
Team sports equipment<\/td>\nShop-alongs with parents<\/td>\nAssortment depth, size availability<\/td>\n<\/tr>\n
Performance footwear<\/td>\nTry-on observation, fit clinics<\/td>\nWall planogram, size run optimization<\/td>\n<\/tr>\n
Outdoor and camping<\/td>\nB2B expert interviews with buyers<\/td>\nVendor consolidation, line review<\/td>\n<\/tr>\n
Fitness equipment<\/td>\nQuantitative concept testing<\/td>\nSKU rationalization, price laddering<\/td>\n<\/tr>\n
Athletic apparel<\/td>\nEthnographic and competitive intelligence<\/td>\nPrivate label defense, brand positioning<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n

Source: SIS International Research<\/em><\/p>\n

The pattern across these methods is consistent. The research that pays back fastest is the research closest to the moment of selection. Survey data describing intent six weeks before a purchase has limited operational value to a category manager building a planogram for back-to-school.<\/p>\n

Competitive Intelligence in a Consolidating Channel<\/h2>\n
\"SIS<\/figure>\n

The retail consolidation underway across sporting goods, with Dick’s expanding House of Sport formats, Academy pushing into the Northeast, and Scheels opening destination stores, changes the competitive intelligence requirement for vendors. The question is no longer which retailer carries which brand. It is which retailer is testing which assortment in which geography, and what the shopper response looks like in week one.<\/p>\n

Field-based competitive intelligence, store audits conducted by trained observers across a defined panel of locations, captures planogram changes, promotional mechanics, and signage shifts within days of execution. Vendors using this intelligence reach buyers with response proposals before the next planning cycle closes. Vendors waiting for syndicated data react a quarter late.<\/p>\n

Building the Research Program Around Decisions, Not Deliverables<\/h2>\n
\"SIS<\/figure>\n

The sporting goods marketing research programs that produce return are organized around named decisions: the spring line review, the footwear wall reset, the private label response, the regional expansion test. Each decision has a research input, a timeline, and an owner. Studies without a named decision attached become reports nobody reads.<\/p>\n

SIS International has run shopper ethnographies, central location tests for performance apparel, and B2B expert interviews with category managers across the chains for sporting goods clients building these decision-linked programs. The pattern that separates the leaders is procedural. They commission research against the calendar of their retail partners, not their own brand cycle.<\/p>\n

For a VP of category strategy at a Fortune 500 sporting goods brand, the question worth asking is whether the current research budget is buying tracker reports or buying answers to the three decisions on next quarter’s docket. The answer determines whether the program defends shelf space or watches it migrate to private label.<\/p>\n

SIS \uc778\ud130\ub0b4\uc154\ub110 \uc18c\uac1c<\/h2>\n

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Related SIS Resources<\/h3>\n