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‘Unprecedented shifts in consumer behaviour’ – outdoor association

23/05/2013
The US-based Outdoor Industry Association’s (OIA) recently appointed vice-president of market insights has said she wants to provide small businesses with the same access to information as the larger brands as the industry faces “unprecedented shifts in consumer behaviour”.

Christie Hickman brings more than 20 years of experience in research, insight and strategy to her new position. “It is vital that small specialty brands and retailers have the same level of market insights as the most sophisticated brands in the world,” she said. “Outdoor Industry Association will play a significant role in making this happen.”

Ms Hickman joins OIA from marketing firm JD Power, where she was the senior manager of consumer insights and strategy and responsible for their social media research group.

OIA CEO Frank Hugelmeyer added: “The outdoor industry faces significant shifts in consumer expectations and best business practices, and we look forward to Christie helping our members better understand their path to success.”

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