How we helped Bell Helmets unlock a growing market segment with strategic clarity on product, positioning and communications.
The challenge
Bell Helmets identified an emerging audience opportunity within the mobility space but lacked the in-depth behavioural and attitudinal insights needed to inform:
- smart product design choices
- a culturally relevant, audience-first marketing strategy
- long-term growth in an evolving and competitive category
The brief
To help us understand this audience well enough to design for them, speak to them and grow alongside them.
Our approach
We created a two-phase insight programme to transition from qualitative depth to quantitative scale.
1. Qualitative discovery
- 12 in-depth interviews conducted across six key markets.
- Inclusion of Bell staff and audience representatives.
- A focus on transportation habits, safety theories, cultural context and emotional drivers behind whether to wear a helmet or not.
2. Quantitative validation
- A multilingual survey launched across six global markets.
- 810 completions.
- Segmentation modelling applied to cluster emerging behaviour and intent patterns.
- Mapping against regional mobility trends and product expectations.
We didn’t just ask who the respondents were – we asked why they move, what they fear, and what motivates them to care about protection and performance.
The outcome
Our research delivered:
- three distinct audience segments, clearly defined by attitudes, behaviours and design preference
- actionable insights on product design, aesthetic cues, messaging tone and channel mix
- strategic recommendations for a comprehensive integrated marketing and comms strategy
- a roadmap for product-market fit and differentiation in a highly competitive category
Bell Helmets now has a thorough understanding of how to design with – and for – the next generation of mobility-first consumers.
