The global Quiksilver Marketing team needed to understand which of their athletes resonated in different priority markets. Gemba was appointed to conduct a customised study in the USA, United Kingdom, France, Spain, Japan, Korea, Portugal and Australia to understand the consumer appeal of Quiksilver surfers.
Gemba used a proprietary method to measure the Asset Power of surfers in the respective markets. This method combines the awareness and appeal of the surfers to understand the overall consumer equity. The study also measured current purchase behaviour to further understand the correlations between athlete appeal and brand purchase.
The research conduction by Gemba led to several recommendations to guide Quiksilver’s future investment. Two key standout global assets were identified and this gave confidence to the brand to invest further behind these relationships. Furthermore, a potential role for local and global athletes was identified which in turn allowed Quiksilver to rationalise it’s investment in some markets.