Outdoor as

a human need.
Qualitative research survey by the rheingold institute
in cooperation with OutDoor by ISPO

White Paper 2 out of 7

How is outdoor structured and where are the links between mindset
and segments?

This white paper is part of the seven-part research series “Outdoor

as a human need”, which analyzes consumer-centric aspects of the
outdoor industry from the perspective of psychology.

#OutDoorByISPO
ispo.com/outdoor
Approach: The quest for the outdoor experience
People are constantly searching. For recognition, entertainment, relaxation or the ultimate thrill. But what are fans
of the outdoor experience looking for? And can this experience be transposed onto completely new areas too?

Methodology: Qualitative interviews

To find out, psychologists from the Cologne-based rheingold institute investigated the emotional core of the
outdoor movement on behalf of OutDoor by ISPO to offer retailers and brands insights into what motivates their
customers. The psychoanalytical interviews and special analysis conducted by the rheingold institute provide
a great opportunity for the outdoor industry to develop products and services that truly address the innermost
needs of customers.

Review: Challenge, overcoming, returning stronger than before

For the people interviewed, being outdoors is more than just fresh air and open skies – it is a longing to leave
everyday life completely behind you, to conquer new spaces and even to shake off cultural constraints. The
first white paper described the process consisting of challenge, overcoming the challenge and returning stronger
than before which underlies every outdoor experience, no matter how small it may be. Knowledge of the process
stages allows retailers and brands to tailor their services and products very specifically to the relevant consumers.

Focus: Outdoor between meditation and adrenalin rush – every sport is based on a certain motivation
This white paper describes the outdoor mindset identified by the psychologists, which depending on the particular
form it takes, leads to preferences regarding the type of sport and experience.

Psychological dimensions and micro-mindsets of outdoor activities

Civilized safety net

Framed Cultivated nature/urban space
Urban
escapism Walking/
Urban Outdoor warrior
(lifestyle/
running identifikation)

Outdoor
Fishing fitness Endurance &
survival events
(e.g. Tough
Camping Mudder)
Engineering
vacation mini-adventure
(e.g. high
ropes course)

Humble integration Feisty (heroic)

and connection overcoming of challenges

Bouldering

Hiking
Trailrunning Kayaking
Mountainbike

Windsurfing
Mountain Surfing
Skiing tour climbing

Climbing

Thrive Survival and

Natural primitiveness
in nature The wild
adrenalin

The chart is designed to serve as a guide with sample categorizations. It does not exhaustively categorize all relevant activities.
  Traditional understanding of outdoor Additional activities: the extended outdoor spectrum
 “At work you get told what to do, outside you can be who you are.”

“Hiking is something for the body and mind, I just get away from
everything for 1–2 days and clear my mind.”

Study participants, anonymized

Matrix: Contextualization
The four motivation dimensions each form two extremes (dimensions) of the human outdoor need. In the tension
and interaction between these four variations, there are both traditional and “new” outdoor experiences that come
to light. The quadrants form thematic clusters which the respective activities can be assigned to depending on
their characteristics.

Usually, each activity harbors both extremes to varying degrees. A relaxed walk is more about taking a mental
break, but does also have the potential for an adrenalin rush if suddenly a wild boar crosses your path. On the other
hand, scaling a steep mountain gives you more of a feeling of a struggle for survival, but the picnic with a view
at the top certainly also has meditative moments. Nonetheless, at their core the different outdoor activities can be
assigned to one of the matrix quadrants and distinguished between and positioned according to their psycholo­
gical structure.

Main motivation Interaction and tension between dimensions 1 and 2

x-axis: Very generally speaking there is a longing to return to our stone-age roots underlying the outdoor movement.
Walking through forests, scaling mountains or catching fish appeal to ancient instincts in us. The physical
challenge together with devotion to awesome nature have a healing effect that continues to be felt back in our
everyday lives even once the experience itself is over.

Dimension 1: Humble integration and connection (self-discovery)

The need underlying the main motivation can be more or less divided into two psychological motivation dimen­­
si­ons – on one axis the main motivation is humble integration into and connection with the surrounding envi­
ronment. People want to thrive in nature or the great outdoors and commune with it, give their thoughts a free
reign and make room for new ideas, impetus and solutions. This dimension has an element of self-discovery
and is an earthy, quieter experience. With its modest approach, it is geared towards traditional outdoor activities.

Dimension 2: Feisty (heroic) overcoming (self-affirmation)

The second psychological dimension revolves around battling the forces of nature and the feeling of strength this
generates. Here, it is a matter of heroically mastering ever new and also ever more extreme challenges. People
want to successfully master the tasks that stand in their way and ideally to tame the elements, so they can feel like
a conqueror and present themselves as a victor.

Emotional quality Interaction and tension between dimensions 3 and 4

of the environment On a second axis in the dimensions matrix, the psychologists discovered a trade-off between “Civilized safety net”
y-axis: and “Natural primitiveness”, enabling higher-precision categorization of the types of sports.

Dimension 3: Natural primitiveness (The Wild)

Participants describe a solitary skiing tour through the snowy wilderness with furs under the runners as a traditio­
nal outdoor experience. It has a fairly quiet and earthy character. The motivation of those going on a tour of this
kind is very much the unadulterated and meditative experience of nature. “Everyone tries to leave their own tracks
in the snow. You don’t see where there are holes and stones, you have to just go ahead and try it out, you will
notice them soon enough.” That is why skiing tours are on the bottom left of the matrix. On the bottom right you will
find surfing for instance, which focuses on the heroic battle with the (natural) elements and has a big adrenalin
and action component.

Dimension 4: Civilized safety net (cultivated nature)

In this context, civilized safety net means that an outdoor activity can only be done with the provision of infrastruc­
ture and support – for instance climbing on a high ropes course. Here, it’s not so much the unadulterated
experience of nature that is at the fore but rather the thrill, experiencing the dizzying heights of the treetops first
hand – but at the same time in complete safety with a helmet, karabiners and climbing harnesses. The high
ropes course is therefore on the top right of the matrix.
Findings: Untapped potential for the outdoor industry
People’s outdoor needs are multifaceted – depending on the underlying conditions and their mood, people will
jump between the activities of the different quadrants. This means in turn that this behavior opens up new
opportunities if we design – and above all advertise - collections and products in a situation-specific and use-
oriented way.

A differentiated activation of outdoor consumers harbors the opportunity to expand the market. The two upper
quadrants enable an easy and therefore attractive entry into the outdoor world. Opening up towards trends
like increasing urbanization and inactivity is overdue and offers consumers new structures and orientation
(see outlook).

“Outdoor is imprecise, muddy, woody, fear and joy go hand in hand.”

“Being outdoors, athletic activity combined with passion and something

that touches your heart.”

“I collect summits with athletic ambition.”

“I focus on my steps and nature, problems and worries are suddenly less
important and more manageable, especially when you are at the summit
and the world is at your feet.”

Study participants, anonymized

What this means for brands and retailers in the outdoor industry

Lesson: Showcasing outdoor experiences

“Retailers and brands can showcase activities as an outdoor experience which they did not have on their radar
up until now” without detracting from their desirability, says Rheingold psychologist Frank Quiring. The matrix
with the psychological dimensions each activity can be categorized in helps to position new areas he believes.

He sees the integration of all the emotional stages of the process – challenge, overcoming and returning stronger
than before – as absolutely essential. If a civilized safety net is too prominent (for instance at the high ropes
course) then the heroic overcoming component typical to outdoor would need to be emphasized more. “Only then
can people really shut out their everyday lives and really conquer the outdoor world with completely new activities.”

Outlook: OutDoor by ISPO

The potential that the psychological motivation dimensions harbor for the outdoor sector lies above all in the fact
that outdoor enthusiasts can cover all the clusters. Consumers base their decision as to which dimension of
outdoor activity to opt for on their mood and the given circumstances. This means the industry should not think in
terms of target groups but in terms of motivation groups instead.

1. Retail
These motivation groups allow retailers to divide their consumers up according to temporary needs. This allows
them to create additional relevant and coveted products which are a meaningful addition to this stage, above
and beyond the activity itself. Window displays and departments can also be used far more effectively as spaces
of inspiration for the right motivation dimensions.

2. Brands
Brand managers can use the motivation fields as a guide – they allow you to review easily whether your own brand
is credibly and appropriately positioned for a specific set of activities and motivations (micro mindset). Growth
potential can also be identified by investigating whether an expansion into other quadrants (micro-mindsets) makes
sense for the brand. The clusters are also ideal for use in campaigns and advertising messages, to address the
right audience in an approachable and fine-tuned way through a shared mindset.
3. Technology
Technologies by no means contradict the dimensions as long as they support the respective motivation as tools.
So out in the wild, it is not about being reachable, but rather about recording your experiences or performance
for later or having a backup in an emergency. The closer we get to civilization, the more receptive users will be to
social interactions, recommendations and services as something that adds value to their outdoor experience.

4. Destination and adventure tourism
In tourism, every stage of the customer journey should specifically address the motivating factors. For instance,
even the slightest reminders of civilization may rob the unadulterated nature experience or challenge of all its
authenticity. Tourism providers do have to ensure safety precautions, but should possibly conceal these from the
consumer depending on the motivation dimension in question in order to credibly suggest freedom and adventure.