Market Research Template

Who exactly are we talking to?

 - Men or Women? Mostly men

 - Approximate Age range? 30 - 65

- Occupation? Any occupation

- Income level? Mid to upper (the higher the income, the older)

- Geographical location? Mostly USA and UK

Painful Current State

- What are they afraid of?

Getting worse after a series of bad rounds

- What are they angry about? Spending a lot of time on practising while having little to no results; also being good and starting to play poorly

Who are they angry at?

- What are their top daily frustrations? Getting a little better, but the getting knocked back down again

Remember the feels of time you were swinging well. All the positions and sequences and timing. The feeling of a towering, flushed iron watching it land and stop after one hop pin high right 7 feet below the hole.

- What are they embarrassed about? Scores close to 100 after achieving lower scores.

- How does dealing with their problems make them feel about themselves? Losing the enjoyment of the game due to self-criticism, makes them feel anxious and has them overthink the game

- What do other people in their world think about them as a result of these problems?

- If they were to describe their problems and frustrations to a friend over dinner, what would they say?

Desirable Dream State

- If they could wave a magic wand at their life and change it immediately into whatever they want, what would it look like and feel like?

Break their lowest scores, winning a golf society tournament, get hits straight and far, consistent shots.

- Who do they want to impress? Impressing other players (playing partners) and those who know the game e.g. golf club fitter

- How would they feel about themselves if they were living in their dream state? Enjoy golf not suffer it, play more and more, feel like a professional

- What do they secretly desire most?

 Becoming scratch golfer, playing like a pro (at least make it look like pro)

- If they were to describe their dreams and desires to a friend over dinner, what would they say? Being able to hit a six iron 200 yards whilst looking like it's just a gentle knock, not be nervous when swinging and having a score close to 0

Values and Beliefs

- What do they currently believe is true about themselves and the problems they face? Can’t get the technique and overthink during the game

- Who do they blame for their current problems and frustrations? Instructors not explaining physics of the game or make it overcomplicated, themselves due-to self-criticism, many golfers not explaining the technique needed.

- Have they tried to solve the problem before and failed? Yes, many times while practising

- Why do they think they failed in the past? Didn’t know the physics of the game, could not do or did not know the correct technique, wrong technique became a habit, mind got in the way (nervousness)

- How do they evaluate and decide if a solution is going to work or not? Lower score and see progress in their game, Increase accuracy and increase distance of their hits or break the 90s

- What figures or brands in the space do they respect and why?

- What character traits do they value in themselves and others? Solid consistency

What kind of people are we talking to?

- What character traits do they despise in themselves and others? Think you're going to magically become a better player by never practising, that's just never going to happen.

- What trends in the market are they aware of? Books on improving the mental aspect of golf

What do they think about these trends? There is no book that would solve all of their problems in the game.

Places To Look For Answers:

1. Your client’s existing customers and testimonials

2. Your client’s competitors customers and testimonials

3. Talking with anyone you personally know who matches the target market

4. People oversharing their thoughts and feelings online a. Youtube i. Comments ii. “My journey” type videos b. Twitter c. Facebook d. Reddit e. Other Forums f. Amazon.com Reviews g. Yelp and Google Business/Maps Review