I was hurting in places a grown man is not supposed to hurt. Typing this, the muscles in my neck are beginning to spasm once again. A Buell Firebolt, while an outstanding motorcycle for afternoon blasts through the Kettles or multiple sessions at the track, made me realize why my disdain for cruisers might be short-sighted. Especially after a 1000 mile trip around Lake Michigan.

When it was suggested we go on a group ride to celebrate the 105th Anniversary of Harley-Davidson, I went along because I thought it would be great fun. But I also saw this as an opportunity to immerse myself in a part of motorcycling culture that I had very little experience with: Touring. This whole notion of “the open road” was a mystery to me. As someone who earns his keep in part because of my knowledge of the motorcycle marketplace, this was something that needed to be corrected immediately. Aches and pains be damned.

Advertising professionals are trained to use all available tools to gain a better understanding of consumers. Surveys, focus groups and questionnaires. Great stuff. But there’s something to be said for going in and becoming the person you want to reach. What does camaraderie among riders actually feel like? How long does it take to order a pizza online? Is it really all that easy to switch over your checking account from one bank to another? Clients love this kind of thing. They love when you go do the stuff you’re asking other people to do. By going through the motions, you’ll better understand what motivates consumers. You’ll get a sense for the subtle nuances of language, thought processes and behavior that are unique to each target. Insights you won’t gain by reading trade pubs or sifting through research. Little nuggets of truth that’ll help you connect with both the clients and their customers.

You’ll be surprised what you might discover. All it takes is a willingness to learn. And in my case, I learned there’s a whole world of riding beyond the twisties and the track.

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