At Kinetic319, we believe strongly in listening to what customers have to say. We recently conducted a survey of 301 different consumers (collecting 104 completed responses) to get an idea of what drives their purchasing decisions, namely as they relate to workboots. This blog post was created based on the results of that survey.
When was the last time you took your marketing strategy out for a stroll?
Recently, Kinetic319 partnered with Planet Propaganda to survey work boot buyers, and the results we gleaned were absolute gold.
The best news? You don’t need to be a footwear or apparel company to get some helpful insights from this data (although it will certainly be useful to you if you are).
Whether you’re a business owner or a marketer looking to connect with your target audience in a deeper way, these findings may just give your marketing plans the extra traction they need. Yes, just like a quality pair of (you guessed it) boots.
In the survey, we dug into decision-making processes, shopping preferences, and what truly turns heads and wallets. Now, we’re sharing our key takeaways with you here. Whether you sell work boots, software, or artisanal peanut butter, these lessons offer universal value.
The Survey at a Glance
In the survey, we talked to engineers, construction workers, and other people most likely to purchase work boots. These were your no-nonsense, hard-hat-wearing professionals who know their boots are more than just footwear. They’re tools for getting the job done.
Our 301 respondents (from whom we gathered 104 completed responses) spanned multiple demographics, from different income brackets and age groups and even genders. Most of our respondents (just over half) were female, and in the 30-44 age bracket. The average household income for this group was between $25,000 and $74,999.
Understanding who you’re talking to is the first step in effective marketing, so this was important to us.
Then, we asked the right kinds of questions to help us uncover what the customers value but also how they make buying decisions.
Key Insights and Lessons for Marketers
Our survey results revealed the following insights:
1. Word of Mouth Reigns Supreme
If you thought flashy ads or catchy jingles held sway over every single buyer, think again. Over 50% of our survey respondents said they rely most on word-of-mouth recommendations when choosing their work boots, showing that trust weighs heavier than any other type of marketing.
What does this mean for your business? Simply put, happy customers are your most powerful (and cost-effective) marketing asset. Building trust and loyalty with your customer base pays dividends far beyond their initial purchase.
Encourage reviews, testimonials, and referral programs to help you turn your most satisfied customers into vocal advocates for yoru brand. Need more inspiration? Think about how Spotify wrapped their users in shareable annual summaries. It’s clever, rewarding, and makes your fans feel seen.
2. Comfort and Durability are Priceless
When 60% of customers say comfort matters the most and 50% prize durability, you better believe those factors need to headline your product pitch. These aren’t just nice-to-have features; they’re deal breakers.
You don’t have to sell boots to apply this insight. Across industries, customers are attracted to products that solve their problems. What’s a pain point in your industry, and how do you fix it? That’s your golden marketing message.
Don’t just tell customers your product is durable or comfortable. Show them. Tell stories about your product in action or, better yet, ask your customers to share their own testimonials. For example, car brands like Subaru thrive on showcasing durability through real-life user stories about survival and endurance.
3. Shopping is Still Personal
Here’s something surprisingly old-school. Nearly 50% of our survey respondents said they prefer buying work boots in-store so they can try them on first. We may live in the age of online convenience, but for these buyers, there’s no substitute for the tactile experience.
But what’s interesting is how online channels still influence the decision. Customers value reviews, detailed product descriptions, and easy online options even if they choose to shop in person.
For you, this means doing double-duty. Marry brick-and-mortar charm with digital convenience, and you’ll cater to both crowds. Make in-store experiences memorable and frictionless. Train your staff to provide expert advice, and build inviting store layouts.
And online, invest in high-quality visuals and detailed descriptions that replicate the try-before-you-buy experience as much as possible.
4. Show, Don’t Tell
When it comes to marketing, authenticity trumps flashy sales pitches. Our survey revealed that ads featuring real workers putting boots to the test resonated more than discount-focused campaigns. Nearly 40% of respondents loved seeing these relatable, no-frills ads, while 35% appreciated demos of durability tests.
Your audience wants to trust that your product will do exactly what you claim. Glossy promises won’t cut it. Show them the grit, the effort, and the story behind your brand.
Think raw, not polished. Behind-the-scenes videos, user-generated content, and partnerships with real customers or influencers in your niche can make a world of difference. Think of brands like Patagonia, whose focus on sustainability goes beyond marketing to show tangible actions.
5. Social Media is a Major Player
We weren’t shocked to see that platforms like YouTube, Facebook, Instagram, and TikTok dominate consumption patterns. Over 50% of respondents actively use Facebook and Instagram, with YouTube leading as the go-to for 70%. TikTok is catching up fast at 40%, especially with younger demographics.
The takeaway here is clear. If you’re not already leveraging social media, you’re leaving money (and attention) on the table. But don’t just show up. Create content tailored to each platform’s audience and algorithms.
Pro tip: lean into video-first strategies. Tutorials, how-to guides, and testimonials work wonders for engagement. Don’t forget user-generated content! It’s authentic, relatable, and builds community.
6. Nostalgia Meets Innovation
One gem from our survey was that work boot buyers love “Made in USA” labels and boots that can be resoled. They want products rooted in reliability and craftsmanship, but they also expect modern features and convenience.
This nostalgia-innovation combo isn’t exclusive to footwear. Across industries, blending tradition with cutting-edge upgrades can set your business apart.
Even if your product isn’t American-made, there are valuable insights here. Highlight what makes your product unique, particularly if it combines the best of both worlds. Limited-edition runs, heritage branding, or product reboots with an innovative twist often hit it out of the park.
An example? Think of Coca-Cola’s revival of its vintage bottles combined with sleek new labels to tap into both retro and modern appeal.
Final Thoughts
Collecting data like this isn’t just about crunching numbers, but giving your customers a mouthpiece. It’s your customers talking to you. Every stat in this survey offers a glimpse into the preferences ,values, and buying habits of consumers. If you’re not listening, you’re essentially marketing blind.
Whether you’re marketing work boots, SaaS tools, or artisanal jams, these insights can form the building blocks of a stronger strategy.
Still wondering how to take action? Schedule a consultation with us at Kinetic319. We’ll help you unlock your brand’s full potential with data-driven, customer-first strategies that really work.
Because understanding your audience is no longer optional. It’s the ultimate marketing superpower.