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Is "scuba=adventure" the best positioning to attract new divers?

by Scubasurveys on January 28, 2015

Everywhere you look, the scuba industry - from agencies to dive shops to manufacturers  -  is selling "adventure" as the reason people should take up diving.  As a marketer for the past 25yrs, a diver for the past 8yrs, and an instructor since last year, I've never been convinced that's the right approach to attracting new divers.

So recently I conducted a market research study with divers (n=239) and non-divers (n=219) to determine if there's anything different about how they see themselves that might explain why some people dive... and some don't.

I won't go crazy with full methodology in a post here (certainly not my first one) but one of the key pieces of data that jumped out at me is...

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