Insights from Your Best Customers

Introducing the Active Explorer User Group

As marketers, we spend the bulk of our time finding and communicating with our most loyal, affluent and engaged customers. But what do our consumers really think? Now, you can ask them directly. 

Within the Active Explorer segment, consumers are engaging with brands at a whole new level. Pioneered by Williams Helde Marketing Communications, the Active Explorer User Group is a consumer panel that marketers can use to explore, understand and monetize one of the most valuable and profitable consumer mindsets.

Marc Williams, our President here at Williams Helde, tells the story behind our Active Explorer findings best:

“We discovered a segment of people searching for and aspiring to active, healthy lifestyles was growing like gangbusters. The closer we looked, the more interesting this segment became: they were powerfully brand-loyal, willing to spend more to yield better experiences, and more likely to influence friends. In short, these were the people marketers spend big money to talk to.”

So, what’s the Active Explorer User Group all about? The sampling consists of U.S. households earning more than $75,000 annually, with some college education, who buy organic and fresh foods when possible and who work out at least a few times per week. Behaviorally, they are outdoor enthusiasts with pursuits ranging from swimming to hiking, and everything in between.

In April 2016, we turned our Active Explorer research and travel industry observations into a reality. Williams Helde conducted an online survey with our Active Explorer User Group to understand more deeply their motivations for travel, how they plan and book their trips, as well as preferred activities and styles of travel. It’s just one in a series of research studies planned with this consumer panel.

The Active Explorer User Group and YOUR brand

The discoveries we unearthed were exciting, so we’re making the user group available at no charge to select marketers who want to explore, understand and monetize their brand’s relationship with the Active Explorer.

If you’re thinking that Active Explorers aren’t relevant to your brand, we urge you to take a second look. Brands don’t have to be active healthy lifestyle companies. There’s a reason why McDonald’s is retooling menus to include healthy options, why Costco is the number one seller of organic goods in the world and why Gap continues to launch extensive active wear collections. Each of them is making a big push into this demographic – and reaping the rewards.

If you’d like to learn more about how the Active Explorer User Group can be used to grow your brand, please contact us at SLF@williams-helde.com or (206) 285-1940.

Download our Active Explorer guide to learn more about this critical consumer segment.