Challenge
Bell Helmets identified an emerging and growing audience segment in the helmet market but lacked the necessary insights to inform strategic decisions about product design and the marketing strategy needed to drive long-term brand growth.
The Work
We developed a hypothesis based on in-depth interviews with staff and key audience representatives across six key markets to understand their current transport behaviours, unmet needs, and motivations regarding mobility and helmet requirements. We then validated these findings at scale through a multilingual survey, generating actionable insights and recommendations for Bell Helmets.
Impact
Through 12 in-depth interviews and 810 completed surveys across six key markets, we provided Bell Helmets with the insights to define three distinct audience segments, along with clear strategic recommendations for product design and an integrated marketing communications strategy.
Working with Bell Helmets further positions Redtorch as a go-to agency in the world of Cycling.
Chris Argyle-Robinson
Research & Strategy DirectorRedtorch
