TaylorMade Hits a Hole in One With Customer-Centric Market Research

Golfers are very particular about how to approach the game. Their golf clubs have to be the perfect weight, their gloves can’t be too tight or too loose, and their golf shirts and khakis have to be wrinkle free. If golfers approach the tee not feeling comfortable, their game will be way off. There is no better way to get information from golfers about the equipment they use and their personal preferences than to ask them directly.

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TaylorMade-Adidas Golf Company (TaylorMade) is a manufacturer of golf clubs, bags and accessories based in Carlsbad, California, United States. It is a subsidiary of the German company Adidas Group. Although golfers are known to be extremely patient individuals on the green, on the street that may not necessarily be the case. TaylorMade leveraged Tapquire’s ability to create offline tablet-based surveys so they could approach golfers and ask them to answer a few questions directly on an iPad quickly and efficiently. Within seconds TaylorMade was able to capture information from current and prospective customers about their golfing experience.

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