Longitudes Group Launches Golf S&P™ Consumer Research Panel

Largest and most dynamic golf research panel in the industry will be powered by a volunteer database including young, digitally active and avid golfers from GolfNow’s more than 3 million registered users


PORTLAND, Ore. (Nov. 15, 2016) – Longitudes Group LLC, a leading independent sports research company, will build an exclusive golfer research panel in the U.S. marketplace with data gathered from a volunteer group of the most-engaged customers within the 3.5 million golfers who have registered with GolfNow to book their tee times. 


The Golf S&P™:  Spender and Players Panel has the ability to extract market insights identified from numerous dimensions of golfer participation, digital engagement and spending patterns. The breadth and depth of this new research pool offers those in the business of golf a chance to measure the transformation of this fast-changing society, and understand the strategic implications across its most valuable golfing segments. Comprising young and old, newly professional and nearly retired, golf serves as a common denominator in the fabric of their active lifestyles. 


“The industry has been hungry for fresh dialogue with golfing segments in order to understand the pace of changing consumer expectations and digital habits, as well as measuring their emotional connectivity to golf,” said Sara Killeen, president of Longitudes Group.  “The volunteers from GolfNow’s member base are passionate about the game and they will share insight into how golf fits into their lives is evolving, from booking a tee time to playing 9 or 18 holes to making other golf purchasing decisions.”


The Golf S&P™ panelists have specifically opted-in to take part in research studies. Longitudes Group will remain wholly independent throughout all research conducted with this panel. 


A year in the making, the Golf S&P™ will provide golf companies, from product manufacturers to tourism and all points in between, with the power to make informed investment decisions to help grow their unique businesses and connect with a valuable sample of today’s golfing Americans. The strength of the panel and its economic insights reflect all ages – including highly desired Millennials – skill levels, spending profiles and more. Thirty-seven percent of the panel is under the age of 44, and 47 percent play 40 rounds or more annually.  The output from this panel will drive many unique syndicated and longitudinal research reports and is also available to the industry for custom research projects. 


Longitudes Group is releasing the first syndicated report utilizing the Golf S&P™.  The “2016 Golf Online Shopping Report” queried 1,092 panelists to share the latest on:

·      What they are buying – or not buying – online

·      How they conduct research

·      Key influencers for purchase

·      Favorite online retailers and golf brands

·      Golf spending outlook for 2017


The 36 page report is available for purchase at Longitudes Group Reports


About Longitudes Group LLC

Longitudes Group, LLC, headquartered in Portland, Oregon, is a research and marketing company providing unique analysis on the travel and spending behaviors of avid golfers in the US and Canada. Armed with the Golf S&P™ panel and a database containing information on the behavior of 5.2 million avid golfers mapped by county and zip code, Longitudes Group uses a geo-demographic approach to probe both the location and purchase behavior of the avid golfer population.  On the supply side, Longitudes Group has built the most up-to-date database of golf retailers including 15,300 golf facilities, 775 off-course retail stores and 1,900 chain sporting goods store.  For more information about Longitudes Group LLC and the Golf S&P™ Panel, please visit www.longitudesgroup.com.



Sara Killeen, President
(503) 477-6284



Eric Stanton, Vice President of Marketing

(503) 475-7970