Abstract:

What does it really mean to be an adventurer? And what do adventurers really want from a brand like Clif? To answer these questions truthfully, we needed to leave the boardroom far behind, step into their worlds and experience their adventures first hand. Through a blend of tools including digital and face-to-face ethnography, we explored their motivations, attitudes, pain points (there were many) and unmet needs. This resulted in highs and lows in every sense - from rock climbing in Texas with one of the countries most respected and advanced climbers and trail running in Yosemite to hiking in the Rockies while side stepping rattlesnakes. But no pain, no gain: we uncovered deep insights into adventurers and adventure, and a raft of opportunity spaces for the Clif brand.