Striking While the Iron's Hot

Abstract: Callaway has long been the leading seller of women's golf equipment, but it wanted to expand its lead in this growing sector of the golf market. To do that the company figured it couldn't settle for an attitude of "OK, let's paint it pink, cut the shaft down by an inch and a half, put a woman's grip on it, and we have a woman's club." While the technical people at Callaway knew what could be done with the design of a golf club, they didn't know exactly what women needed and wanted in their clubs.

Published: Wall Street Journal, June 23, 2008
Authors: Timothy J. Carroll

Link: http://online.wsj.com/article/SB121372702050581575.html?mod=2_1585_topbox

Published Jul 07 2008, 10:43 PM by admin

Filed under: Ideation, Methodology, Consumer Products

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Mike Mata said:

This half-page WSJ article does a god job of describing, at a high level, the qualitative market research and iterative design process that allowed Calloway to uncover the features that could really help women improve their golf game. The solution was developed in less than a year due to the benefits of computerized design. But, there still remains the challenge of educating the purchase influencers who unknowingly give incorrect advice to women when they are selecting golf clubs.

July 7, 2008 2:46 PM

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Striking While the Iron's Hot

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