It’s been a mad busy few months hopping from state to state as well as closer to home researching the Harley and custom bike market. I won’t lie, it’s not been the worst project I’ve been involved with as a biker from the age of 4 with a road racing, extreme enduro, custom building and motocross background.
K-Tech Suspension are one of the world’s leading suspension manufacturers and a client of ours for the last 15 years, they are also the guys that commissioned the research project to help facilitate their product release in the US. After a lengthy and incredibly successful presence in the road bike and race scene, K-Tech have developed fresh new product for the Harley Davidson, Triumph and custom motorcycle market.
Nzime have been and are currently involved in launching the product range across north America, not an easy undertaking for a brand that is synonymous with racing and attempting to talk to the other end of the m/c spectrum. The approach Nzime has taken is that although the majority of the team involved in the project understand the market we needed to truly get under the skin, live and breath custom bikes.
Over the last few months I’ve been on a road trip from Miami to Daytona for the bike week riding a Harley Sportster, headed off to California for the Born Free show just outside LA, spent a weekend in Copenhagen visiting various bike builders and shops, back to London for the BikeShed show in Tobacco Docks and recently checked out the DirtQuake flat track event. Whilst on the road I’ve met some great people, made fantastic connections and gained insight that simply cannot be researched sat at a desk.
Some of the inspirational people I’ve met along the way such as the guys at Biltwell, Rusty Butcher, Branden Holstein, Jeff Holt @ Hotbike, Skip Dowling, Garrett from Bonnier, the guys and girls @ Deus LA, plus many, many more, not forgetting the girls at the Daytona Beach bikini bike wash have all been invaluable.
North America’s looking exciting for K-Tech, awareness is starting to build, marketing strategies formed and significant commercial success is around the corner, a corner that has arrived a lot quicker than if we had proposed UK based US insight research.
Nzime are true believers when it comes to hands on research, living the brand and gaining understanding from a customer POV, we’ve ridden hundreds of miles, been in the middle of a rugby scrum, taken up swimming, played endless video games, became qualified scuba divers and even baked cakes and cooked Chinese takeaway to understand the mind set of our audiences.
It’s great when you love your job.
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