Outcomes: Golf Gear Model Notion (One Phrase) Survey | MyGolfSpy


A number of months in the past, we posted the 2020 version of our One Phrase Survey. That is now the third time we’ve performed our favourite phrase affiliation recreation.

In case you don’t recall or are simply stumbling onto this for the primary time, the thought is so that you can select the golf gear model you most affiliate with every of the phrases we introduced. Figuring a few of you may need different manufacturers in thoughts or {that a} given adjective wasn’t relevant to any model, we additionally gave you a not one of the above possibility. For the sake of consistency, we left the survey largely unchanged from the unique. Nevertheless, we did add a few new phrases to replicate current trade traits.

We perceive that the one-word method doesn’t go away a lot room for nuance however that’s a part of what makes this train so attention-grabbing. We don’t know what your second alternative may need been; we solely know the frequency at which every model was chosen.

By taking a look at year-over-year adjustments, we will get a way of how the market is shifting and the way your perceptions of manufacturers could also be shifting with it. When massive manufacturers expertise massive shifts, it may be telling.

It’s additionally notable when a smaller model strikes the needle for a given phrase. We count on market-leading manufacturers will likely be chosen extra typically for each optimistic and damaging phrases. These are the names golfers know. They’re the manufacturers golfers purchase most frequently. So, when a challenger model components considerably within the outcomes, it’s price stating.

For every chart, I’ve included my common observations together with a few of my interpretations. I’d encourage you to do the identical and share these ideas within the remark part.

A Few Notes

Earlier than we get to the charts, just some fast notes.

  • For comparative functions, we’ve included the outcomes from 2019 (gold) together with our 2020 outcomes (grey).
  • We’ve additionally included the year-over-year change which is, in locations, eye-opening.
  • To maintain charts clear, we’re solely together with the highest 5 manufacturers chosen for 2020. Different notables will likely be lined within the textual content when warranted.
  • Final time round, we had just below 9,000 surveys accomplished. This 12 months, 10,769 golfers accomplished the survey.

With that out of the way in which, let’s get to it. We begin with the phrases with largely optimistic connotations.

Efficiency

PING once more was most frequently the primary alternative for Efficiency. For the second 12 months in a row, the corporate completed with precisely 21.69 % of your votes.

Whereas Titleist climbing 10 % is noteworthy, the story right here, I believe, is the shift within the numbers for TaylorMade and Callaway, the trade leaders within the membership class.

As you’ll see, this reversal is the prevailing theme of the survey outcomes.

Different notables:

  • Mizuno persistently overperforms its market share with our readers.
  • Whereas nonetheless within the low single digits, Bridgestone was chosen virtually 75 % extra typically this 12 months than final.
  • PXG was chosen 25 % much less typically than in 2019.

Innovation

Final 12 months, Callaway completed forward of TaylorMade by greater than 10 proportion factors for Innovation. This 12 months, TaylorMade completed one level forward. The large mover among the many high 5 is COBRA which was chosen 56 % extra typically. Chalk that as much as issues like MIM’d irons, 3D-printed putters, and a common willingness to take an opportunity from time to time.

Different Notables

  • Sixth on this listing, Titleist was chosen almost 92 % extra typically this 12 months for Innovation.
  • Bridgestone once more climbed considerably—89 % year-over-year.
  • Wilson dipped by 51 %.

Engineering

PING is synonymous with Engineering so it’s no shock to see the corporate on high for the third time in three tries.

As soon as once more, Callaway dipped and TaylorMade gained. PXG nonetheless completed within the high 5 whereas dropping by 20 % 12 months over 12 months.

Different Notables

  • Mizuno, regardless of its comparably small measurement, once more ranks within the high 5, although it did dip barely.
  • COBRA (sixth) climbed by 50 %.
  • Bridgestone climbed by 61 % to simply underneath 3.5 %.
  • Wilson fell by 45 %.

Chief

Everybody tries to place themselves because the Chief. Not everyone seems to be.

This time round, Titleist was chosen most frequently as THE chief. TaylorMade (up 68 %) jumped into the second spot whereas Callaway dropped by 48 % from first to 3rd. The ebb and circulate of these two manufacturers is the development right here. I’d love to listen to your ideas about it (that’s why we’ve a remark part).

Different Notables:

  • Have I discussed Mizuno?
  • COBRA climbed by almost 33 factors year-over-year
  • Bridgestone, whereas nonetheless a small portion of the general share, jumped by 78 proportion factors.

Integrity

I’d love to listen to what this implies to you. To me, Integrity on this context is about treating {the golfing} shopper with respect, making high quality merchandise, standing behind them and coating them with as little BS as essential to make an impression out there.

Nevertheless you outline the phrase, PING once more completed on high whereas dipping barely.  Titleist climbed by a wholesome quantity to just about 28 % of the full. Picks of TaylorMade and Callaway, as soon as once more, moved in reverse instructions.

Different Notables

  • Mizuno, once more
  • Not one of the Above (4 %) was chosen barely extra typically than TaylorMade.
  • Although they completed second to final and final respectively, Tour Edge climbed by 40 % whereas PXG was up 37 % year-over-year.

 High quality

Who makes good things? Easy sufficient, I believe.

Titleist was chosen most frequently, eclipsing Mizuno, which had been your best choice for High quality in every of the earlier two surveys. Nonetheless, a small model being your choice for high quality 26 % of the time stays spectacular.

Different Notables

  • Bridgestone was the most important mover with a 59-percent improve year-over-year.
  • Tour Edge was additionally robust, bettering by 51 %.
  • PXG fell by 13 % however was nonetheless ranked sixth total.

Not totally dissimilar from Integrity, the chart for Reliable doesn’t look a lot completely different. Principally, in case you’ve seen one, you’ve seen them each

Different Notables

  • Bridgestone is the outlier, climbing by 49 %, in comparison with solely 17 % for Integrity.

Fashionable

For Fashionable, COBRA not solely stayed on high, however was chosen 9 % extra typically year-over-year.

TaylorMade made an enormous transfer, up 47 % year-over-year (SIM most likely deserves many of the credit score) whereas Callaway dipped 35 %.

Different Notables:

  • Titleist, whereas nonetheless a good distance from the leaders, was chosen 48 % extra typically than final 12 months.
  • Bridgestone was chosen 38 % extra typically.

Humble

PING and Mizuno swap spots however comfortably lead the sector. The previous is the plain outlier provided that the remainder of the chart is populated by smaller manufacturers. Titleist, which was chosen 4.43 % of the time (a dip of 17.5 %), is the following massive producer on the listing, eight locations beneath PING.

Different Notables

  • PXG was chosen least typically (.33 %).
  • TaylorMade was chosen 57 % extra typically YOY (however nonetheless faired solely barely higher than PXG).
  • Not one of the Above was chosen 17 % of the time.

Premium

One in all our new phrases this 12 months, the resurgence of Premium as a speaking level probably traces again to PXG’s entry into the market. When PXG was positioned solely as a top-dollar model, others sought to place their merchandise as premium, extra-premium and possibly even tremendous triple-dog uber premium. In the end, Premium is about being perceived as being on a special degree than the competitors.

Titleist narrowly edged out PXG which appears affordable provided that they’re the one mainstream manufacturers presently enjoying in what nonetheless qualifies as a premium value bracket. PXG has lowered costs on a very good little bit of its lineup however GEN4 irons will nonetheless set you again $349. For its half, Titleist will get $500 a stick for CNCPT.

Different Notables

  • Callaway, which hasn’t adopted up on its spendy Epic iron, missed the highest 5 (it was sixth, about .05 % behind TaylorMade).
  • Mizuno completed third. Maybe due to the copper MP-20s.  Maybe simply since you guys extremely regard the model.
  • No different model obtained greater than .85 % of your alternatives

Damaging Phrases

With the optimistic stuff out of the way in which, let’s transfer on to the phrases which maintain typically damaging connotations. Take note, that on this part, a year-over-year improve might be unhealthy (particularly for a giant model) whereas a dip ought to probably be thought of progress.

Hype

Hype is often thought to be noise—fairly often unwarranted and with out substance.

The large transfer right here is PXG swapping locations with TaylorMade. The latter, together with Callaway, dipped whereas the previous was chosen almost 26 % extra typically than final 12 months.

Different Notables

  • Whereas nonetheless a small proportion total, Mizuno jumped by 151 % year-over-year.
  • Bridgestone jumped by 96 %.
  • Srixon climbed by 33 %.

In case you’re so inclined, I suppose you may select to view these will increase in a optimistic gentle. Name it, “small manufacturers making some noise and beginning to get some consideration for it.” What do you assume?

Gimmick

If you’ve bought a very good story and a few seen tech however golfers don’t imagine any of it truly does something (or if they only don’t such as you), you’ve bought your self a Gimmick.

The upside right here is that not solely was Not one of the Above chosen most frequently, it was chosen 50 % extra typically than final 12 months.

Amongst precise manufacturers chosen, PXG was chosen most frequently (up 21 %) from final 12 months. I’d wager this stems from the assumption that PXG isn’t in it for the lengthy haul or that its merchandise merely don’t measure as much as the main manufacturers. Everybody will get to have an opinion however I’d level out that PXG staffer Austin Ernst has received twice in just a bit greater than six months and, on a type of events, PXG staffer Anna Nordqvist completed second.

The numerous drop for TaylorMade, I imagine, speaks to the adjustments made underneath KPS (personal fairness) possession.

Different Notables

  • COBRA climbing by 54 % is curious.
  • Srixon jumped by 84 % however, once more, that will converse to an increase in model consciousness.
  • Mizuno was chosen least typically (solely .3 %).

Advertising

This one boils all the way down to notion. Are we figuring out manufacturers which are good at advertising or manufacturers whose recognition eclipses the precise efficiency of its merchandise? What do you assume?

TaylorMade nonetheless leads the league however dipped a bit. Callaway fell by 16 % whereas PXG jumped by 77 %. Is that this improve being pushed by consciousness or disdain? It’s most likely a mixture of each.

Different Notables

  • Mizuno was chosen 357 % extra typically. No worries, that’s nonetheless solely .64 %.
  • Tour Edge jumped 110 % to .46 %.
  • Srixon/Cleveland climbed by 90 % (.61 % whole).

Follower

To my thoughts, Follower describes an organization quick on unique concepts and trying to its rivals for inspiration.

The highest of the board is basically small manufacturers and, unfair or not, I suppose the notion is that they’re small for a motive. Wilson was on high final 12 months as nicely however the dip might recommend that the damaging results of launching Cortex (a driver that was inarguably TaylorMade-like in design) are waning.

With the 2 and three spots, I might most likely nonetheless argue consciousness. Callaway hitting the board might recommend that Jailbreak and AI tales have began to run their course. In case you chosen Callaway right here, I’d love to listen to why.

Different Notables

  • Titleist dipped by 27 %.
  • Bridgestone fell by 17 %.
  • PXG dropped by 16 %.

Misleading

The probably interpretation of Misleading is that you just’re not being totally upfront about your merchandise otherwise you’re making an attempt to place one thing over in your clients.

The unhealthy information for TaylorMade is that it was nonetheless chosen most frequently after Not one of the Above (44 %). The excellent news is it was chosen 54 % much less typically. Conversely, Callaway was chosen 66 % extra typically than it was in final 12 months’s survey.

Different Notables:

  • Mizuno jumped by 73 %. Nonetheless a small proportion total however a curiosity nonetheless.
  • Cleveland/Srixon was chosen 60 % extra typically than final 12 months.

Inferior

Your stuff isn’t pretty much as good as the opposite man’s. It’s that straightforward. Honest or not (typically not), we’d count on to see smaller manufacturers fill the chart.

The excellent news once more is that Not one of the Above was the highest choice (31 %). Amongst precise manufacturers, Tour Edge and Wilson completed .05 % aside whereas swapping positions year-over-year.

Srixon/Cleveland factoring closely once more makes me marvel if a few of you might be fixated on the Q-Star Tour Ball Lab report whereas overlooking its stellar iron merchandise totally.

Different Notables:

  • Whereas solely chosen 2.6 % of the time, Callaway jumped 111 % year-over-year.
  • Titleist and TaylorMade each dipped by 36 %.

Dishonest

The extra sinister model of Misleading, Dishonest suggests a model is simply mendacity.

The outcomes are literally excellent news for the trade as an entire. Not one of the Above was far and away the preferred choice. It was chosen 63 % of the time.

Amongst precise manufacturers, TaylorMade was chosen most frequently. Nevertheless, it was chosen 56 % much less typically than final 12 months.

Our theme of divergence continues. Callaway was the primary alternative: 108 % extra typically than it was in our 2019 survey.

Different Notables:

  • Cobra was up 62 %.
  • Titleist fell by 46 %.
  • Of the large OEMs, PING was chosen least typically, solely .37 % of the time.

Uninspired

I view Uninspired as a gauge of which manufacturers are failing to seize your consideration or a minimum of failing to recapture your consideration.

Not one of the Above (16 %) was chosen second most frequently after Wilson. Of the small manufacturers that fill the chart, most have been chosen much less typically than final 12 months, which is actually a optimistic.

Callaway was chosen almost six % of the time. That’s a year-over-year improve of 182 %. It’s a comparatively small quantity total however nonetheless fairly probably essentially the most eye-popping quantity within the survey.

Different Notables

  • Titleist was chosen 41 % much less typically (4.5 % of the full).
  • TaylorMade dipped by 36 % and was the least-chosen (2.4 % of alternatives) model within the survey for this query.

Conceited

The Engineering of our damaging phrases, this one is probably essentially the most predictable within the survey, although a slight drop (2.25 %) suggests possibly a few of you might be softening on PXG only a bit.

Not one of the Above was chosen with the fourth biggest frequency (10 %) of the time however the high 4 manufacturers in golf plus PXG is about what I’d count on. I’d additionally wager people inside PXG imagine they’re a top-five model so this simply all got here collectively completely, I’d say.

Different Notables

  • Mizuno jumped by 115 % year-over-year.
  • Srixon/Cleveland was up 100%.
  • Tour Edge’s share elevated by 88 %.

Low cost

Is reasonable synonymous with low value or does it converse to high quality as nicely?

Not stunning given its pricing technique, Tour Edge bested (or worst-ed) the sector by a lot. Not one of the Above (not proven on the chart) was good for a straightforward third (19.39 %) whereas no different model obtained greater than 4 % of alternatives.

Different Notables:

  • PXG (.24 %) completed with a  barely larger whole than PING, Mizuno or Titleist.

Optimistic Phrases

This chart appears to be like on the whole share of alternatives throughout all phrases with optimistic connotations.

Whereas down a bit from final 12 months’s survey, PING was essentially the most typically chosen model for our optimistic phrases.

Titleist gained a bit, which I’m going to attribute to its regular ball enterprise coupled with the enhancements to its membership lineup over the previous a number of years.

As the one small model within the high 5, Mizuno is an apparent outlier however we additionally know the model is extraordinarily widespread with our readers.

Callaway dropped from second to fifth this 12 months. It was leapfrogged by TaylorMade which made important good points.

Different Notables

  • Bridgestone was chosen for phrases with optimistic connotations 29 % extra typically year-over-year.
  • PXG jumped by 25 %.
  • Wilson fell by 11 %.

Damaging Phrases

This chart appears to be like on the whole share of alternatives for phrases with damaging connotations.

In case you’re going to complete behind solely Not one of the Above (not proven, 22 %) for the best proportion of damaging responses, a drop of 44 % from final 12 months is the silver lining. It’s notable that of the 5 manufacturers on the chart, 4 of them truly fared higher year-over-year.

Tour Edge’s spike (plus 44 %) was far and away the most important leap for phrases with damaging connotations.

Different Notables:

  • PING was chosen just one.32 % of the time for phrases with damaging connotations (down 11.71 % from final 12 months).
  • Titleist dropped by 27 %.
  • Bridgestone fell by 26 %.
  • Regardless of being up 9 % from final 12 months, Mizuno was nonetheless chosen the least for damaging phrases (one %).

The Takeaway

There’s a lot we will take away from the outcomes of our annual one-word survey. PING and Mizuno proceed to be regular and held in excessive regard by MyGolfSpy readers. The identical is true for Titleist which appears to be gaining some traction on the optimistic facet of our equation. Higher merchandise paired with higher messaging are likely to have that impact.

Amongst smaller manufacturers, Bridgestone was the most important gainer, suggesting that with Tiger, Bryson and a number of the greatest balls in golf working to its benefit, it might discover some momentum within the market.

That’s all good things however the huge elephant within the room is the divergent outcomes for TaylorMade and Callaway.  To some extent, that’s at all times been true for the 2 manufacturers. Regardless of the context, with few exceptions, when one is up, the opposite is sort of invariably down.

That stated, I believe there’s fairly a bit extra to the story than chances are you’ll notice. A deeper dive is warranted.

Search for that quickly. Within the meantime, tell us what you consider the outcomes and why you chose the manufacturers you probably did.



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