How Brunswick uses its insight community to nurture its next wave of brand advocates

How Brunswick uses Rival Tech

Larisa Mats - market research and consumer insights leader
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The Ripl community has already provided immeasurable value. The Rival platform has replaced the need to invest significant resources into siloed, ad-hoc research projects. I don’t have a team of researchers at Brunswick, so the greatest source of value comes from having Reach3 on my virtual team.

Larisa Mats

Consumer & Market Insights Leader
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Enables mapping of the customer journey and potential pain points

Seamless recruitment

API integrations enable automatic recruitment from CRM

Video feedback

Testimonials from boaters help elevate the visibility of insights

About Brunswick Corporation

Established in 1845, Brunswick Corporation is the largest maker of pleasure boats in the world. They are responsible for developing, manufacturing and marketing a wide variety of recreational marine products, such as boats, parts, accessories, propulsion, and business acceleration.

Brunswick Corporation insight community

The Challenge

During COVID-19, consumer habits and preferences were changing rapidly as people looked for alternative ways to spend time with their loved ones. Moreover, research performed by Reach3 Insights indicated that 45% of Americans had shifted brands during the pandemic, and 85% of these consumers planned to stick with their new purchase decisions.  

With a massive influx of new customers, Brunswick had to better understand the needs and expectations of these new boaters — fast.  Would boating become a new pastime, or a passing fancy for these consumers? 


The Solution

Working with Reach3 Insights, Brunswick activated Ripl, a research community made up of new and existing customers. This community was positioned as a free place for members to meet other boaters, earn exclusive perks and participate in mobile-based surveys on the Rival platform that will make boating more safe, fun and accessible.

The goal of the Ripl community was to gather deeper insights into the purchase journey of new customers, potential points of friction, safety concerns, and other key drivers of their decision-making process. To better understand the experiences of new and existing boaters, members were presented with a mix of open-end, selfie-video, and quantitative engagements.


Rival allowed Brunswick to quickly gather rigorous quant data and deeper, richer qual feedback from their consumers in one agile learning stream. Using our solution, Brunswick made insight-driven decisions in a matter of hours and days—not weeks or months.

In order to get comparable data and insights at this scale, Brunswick would have had to run dozens of ad-hoc studies with considerable expenses. The community allows Brunswick to run rapid, repeatable studies at scale with a variety of key customer segments.

Rival's Recruitment APIs allow Brunswick to recruit new insight community members continuously and automatically, helping the company get ongoing insights from boaters. 

Get deeper insights

Want to understand the experience of your new buyers? Connect with our team to see how an insight community can help.