Board-Trac

Board-Trac® syndicated marketing research studies track the lifestyles and purchasing habits of young people between the ages of 12 to 24 that participate in or are influenced by board sports. In addition, Board-Trac's research also includes teens and young adults that are influenced by all types of sport, as well as those who are not directly influenced by sport. In essence, we look at both the core market as well as the mainstream market.

The concept for Board-Trac was developed in 1997 by The Ponzi Group, a marketing support services firm based in Orange County, California, to give manufacturers, retailers and other companies targeting the youth market a guide for developing marketing strategies, tracking attitudes and trends.

Board-Trac was designed to give its subscribers the information they need to be competitive in an ever-crowded market, to learn about their consumer, what they like, what they dislike, how to reach them, what to say and where to say it.

The Board-Trac Youth Study provides a profile of present and future purchasing habits, influences and how sports affect the lives of people ages 12 to 24.

The report, which is conducted twice annually, includes over 400 graphs and charts reflecting the responses to questions asked in 2,100 interviews across the country. Each section of the report frames the responses in individual graphs by total sample, age group, gender and sports participation. In addition, this data is presented in easy-to-read charts that are broken down by the seven regions of the country where the interviews were conducted. These regional charts show a comparative overview of the similarities and differences in responses across the country.

The Board-Trac Vertical Studies examine the lifestyles and purchasing habits of kids eight years and older that are extremely active in the sports of skateboarding, snowboarding and wave riding—surfing, wakeboarding and bodyboarding. While the type of information gathered is similar to the Board-Trac Youth Study—brand preferences of or purchasing habits related to t-shirts, shorts, jeans, shoes, watches and sunglasses—these studies also look at the hard goods associated with these sports (i.e., skateboards, trucks, wheels, snowboards, surf boards, etc.) These studies will also be conducted at least twice per year. Each report is approximately 60 pages of detailed tables. Survey participants are from all over the world.

Reflected in all Board-Trac Studies are brand preferences, product ownership, influences, spending, sports participation and leisure time activities. Board-Trac studies illustrate how sports and leisure-time activities influence the spending habits of 12-24 year-olds on apparel, footwear and accessories. It provides trends on brands that are "hot" currently and brands that will be "hot" next year.

The comprehensive and detailed information contained in the Board-Trac studies provides information needed to effectively craft a message influencing young consumers' purchasing habits. This type of information is invaluable not only for manufacturers, distributors and retailers involved with hard goods, apparel, footwear and accessories, but also any company targeting this consumer age group.

Board-Trac's comparative presentations can be used to track a company's positioning in the market among the various consumer segments. The information is presented by gender and age, as well as regions of the country or world. This allows the ability to determine strengths and weaknesses against competitive brands. Distribution issues can also be analyzed using the regional data within Board-Trac reports.

The information in the influences section can be used as a guide to determine when and how to reach this consumer through media, promotions and/or cross-promotions with other companies. By using Board-Trac as an ongoing guide, subscribers will have information at their fingertips providing insight for market position as well as development of marketing and distribution strategies.