Overview: An analysis from a Recollective digital ethnography study that aimed to explore college students' experiences with outdoor activities and Dick's brand perception.
The Ask: Recognizing that there are a lot of stressed-out college students in Boston, Dicks wants to create an outdoor excursion program to get college students outside (and to sell clothing & gear to those students.) They plan to develop a series of regular outdoor day trips and activities in and around Boston that are tailored for college students (i.e. kayaking, hiking, cycling, running, beach days etc.)
Key Findings
Key Insight #1: Students crave the fresh air, natural beauty, and sense of achievement that comes with every step.
Key Insight #2: The outdoors is not about survival, it's about being connected to nature and making memories with friends and family.
Key Insight #3: While students see the benefits of the fresh air and nature from the outdoors, they overlook its benefit as a stress reliever.
Consumer Problem: College students face overwhelming stress but spend most of their time indoors, leading to more
stress and burnout.
Target Audience:
Stressed Scenic Seekers - College juniors and seniors (ages 18-24) who don’t go outdoors as often but appreciate the relaxing and beautiful nature of the outdoors. They are not very active, working out less than three times a week. They are highly stressed and don’t know how to cope with it. They seek a low-stress, low-intensity, and relaxing outdoor experience.
Insight: Students want to unwind and seek the outdoors but can’t afford to add another heavy commitment to their busy lives, so let's make the outdoors as effortless as possible.
