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Selle Royal used Consumer Research to understand more about who their customers are, how they perceive their brand and the reasons why they chose to purchase or not.
Present in over 70 countries around the world today, the Italian manufacturer Selle Royal is the saddle first choice for cyclists and manufacturers alike. In 2002 and 2007, the company acquired Brooks and Crank Brothers, respectively, making Selle Royal a powerhouse within bicycle saddles.
Given the very niche category of bicycle saddles, the manufacturer is dependent on conducting internal research to stay ahead of the market and get a broad understanding of how the consumers think. The Brand Team at Selle Royal used Trybe to get more data on who their customers are, how they perceive their brand and the reasons why they chose to purchase or not, in order to support their future strategy and decisions.