We needed a hypothesis about this new audience segment and to test it at scale to produce robust consumer insight to meet the project aims.

Our mixed methodology used two approaches: firstly, we designed a phased research framework to record existing assumptions and gather primary qualitative data.

This consisted of interviewing key members of Bell Sports staff to understand the research insight required by each department. This informed our brief and research programme design, including qualitative and quantitative research techniques.

Subsequently, we conducted in-depth interviews with 12 people (spanning all six key markets) that matched the target audience to understand their current transport behaviour, unmet needs, and motivations around mobility and helmet requirements.

This qualitative insight was used for the second approach of creating the survey. The purpose of the survey was to test the consensus across all markets and provide proof at scale. An online survey (translated for each key non-English-speaking market) was designed to understand audience motivations, attitudes and consumer behaviours in relation to the market and Bell products.