The Outdoor Industry Association of the U.S. (OIA) is teaming up with Egg Strategy, which has been chosen among more than 20 candidates to develop a new segmentation of consumer types for the outdoor industry. The research will be both quantitative and qualitative. It is intended to identify and quantify the broader market potential for consumption of outdoor products and to adapt the companies' strategies to reach out to different types of consumers. The initial findings should be released by the end of this year. The North Face has been one of Egg Strategy's former clients along with Kraft, Home Depot and Starbuck, among others.
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