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Outdoor Industry Association

Outdoor Industry Association

Boulder, CO – -( One of the exciting new offerings in Outdoor Industry Association’s Market and Consumer Insights product launch is its Social Media Listening Report.

Published quarterly, OIA’s Social Media Listening Reports explore industry-relevant topics or trends through online conversations taking place across millions of social sources globally.  Analyzing both the quantitative scope of conversation (trending volume, impressions, gender, sentiment, geography, source, etc.) as well as the qualitative nature of the discussion around key themes, consumer preferences, needs and behaviors, the reports aim to identify not only what consumers are saying, but the deeper-level motivations behind what they are saying and feeling.

Social media listening, whether used in the early phases of research to formulate a hypothesis, ongoing as a way to track or monitor perceptions, or as a means of validating a hypothesis or measuring success, plays an integral role in attaining that 360° view essential to understanding today’s consumers.

“Consumers are typically more honest and unbiased in their comments on social media than they would be in a controlled environment such as a survey or focus group,” said Samantha Searles, OIA’s Director of Consumer Insights.

“If you observe what is happening out in the marketplace right now, you can use those clues to proactively probe and identify what trends might be coming in the future.  Social media listening research is a great tool for doing this.”

The first Social Media Listening Report released today is complimentary for OIA Members by clicking on  Future reports will be available for free download to OIA’s supply chain members.

Outdoor Industry Association
Based in Boulder, CO, with offices in Washington, D.C., Outdoor Industry Association is the leading trade association for the outdoor industry and the title sponsor of Outdoor Retailer. OIA supports the growth and success of more than 4,000 manufacturers, distributors, suppliers, sales representatives and retailers of outdoor recreation apparel, footwear, equipment and services. For more information, visit or call 303.444.3353.

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