ESEE Customer Market Research

If it helps ESEE, i'll play :)

26 yr old white male, single.
Service/maintenance tech at a newspaper printing company, shift work.
Anarchist, atheist/pagan
I love Heavy metal. Concerts are a great way to get rid of tension(google "mosh pit" ;)). Its the primitive thing i like about.
Like riding my motorcycle(V-max), nothing beats the feel of freedom.
Other hobbies include photgraphy, RC cars, pc games and ofcourse the outdoors though i wish i had more woods nearby were we are allowed to do bushcraft things.

ESEE makes great knives with a no-nonsense attitude.
 
46 year-old Caucasian male
Christian
Unmarried but claimed by my girlfriend
A 15 year-old son who could probably whoop my butt in wrestling.
Bachelor's Degree
I do not follow any political party - am a free thinker.
Work area is non-profit to help those with disabilities.
I am into camping and hiking and woods-tromping for other unsaid purposes and am admittedly addicted to blades. I have kept up with ESEE for years, my first blade with them being the first production run of the RC-3 (now ESEE-3), and before that even an Ontario RTAK II before Jeff and Mike started their own knife company. I have given away or trashed all my other fixed blades and just stick with Jeff and Mike's - save for one Honduran machete I got down there in '93.
 
I see a couple of very clear trends/insights emerging in this thread. Nobody likes to be generalized, but there is value in identifying and analyzing common themes in this type of qualitative research.

Firstly, Im seeing an ability for ESEE customers to think for themselves and and be very firm in their beliefs about what a company (and a tool) should be. I am beginning to think that it isnt the warranty itself that builds loyalty to this particular brand despite the number of times that it has been mentioned in this thread, but what EXACTLY that warranty represents. A firm belief and confidence in the tool, and in a way saying "ESEE users- we trust you too."

The appreciation of a good, solid, reliable, and simple tools is the second theme that I believe defines ESSE loyalists. The fact is, however, is that most blades are simple, solid, and reliable- no? Sure, ESEE differentiates themselves the same way any consumer good does. Pricing, warranty, aesthetics, steel quality, etc. It is my opinion that there is a cultural aspect based on trust coming heavily into play.

American consumers are jaded. They are tired. They have been ripped off 600 times in almost all aspects of their life- from when they pay huge medical bills to their insurance companies to interest rates. However, a differentiating factor between your average American consumer and the ESEE consumer is a real sense of patriotism "good 'ol fashioned values". I think this insight is exemplified all over this forum by users who not only post up pictures of their new ESEE- but WHAT THEY DID WITH IT!! This is a HUGE insight! "I bonded with my daughter", "I used it everyday on the job", "i sharpen it with xxx"

As for myself:

32 year old white male. Father of 2. Corporate Executive working in mid-town Manhattan as a Brand Marketer. University and Grad school educated. Republican with a moderate lean.

Avid skier, target shooter, hiker, camper. I own 7 knives in total. Pro-2A, and believe in the right/obligation to defend myself, my family, and my country. I made my first ESEE purchase with confidence based on everyone else's confidence here on the forums. The warranty never mattered to me- and I doubt I'll ever have to use it. Trust is important to me in the Brands I select. My Izzy will be doing with me to Switzerland when I go backcountry skiing in March (although i need to check into the international knife regs over there) and I may be placed in situations where I'll rely heavily on it.

I don't experiment a whole bunch, when I find a brand- I stick to it. Ive been on Solomon skis for 15 years. I buy one brand of jeans. One brand of shoes for work. I appreciate quality, and will pay a bit more to get it if I'm sure the quality is there. I take care of my gear- strip and clean my firearms after every use, wax and dry my skiis after every day on the mountains, cover my deck furniture before it rains. My wife thinks Im a little insane, but wouldn't have it any other way. I'll buy American made first, but ONLY if the item is high quality. I become sure of quality based on peer reviews and word of mouth, then first hand experience. I am willing to share that experience- positive or negative, and have strong convictions about what is right vs wrong.
 
obsessis said:
Oh yeah, just thinking about it is getting me HOT.

What is it about ESEE that commands such Brand Loyalty?

Great quality, simple design, no BS designs, great warranty, owners show they care about their customers. - that is very important, it shows they really believe in what they do and are trying to help others.

What is important to ESEE customers and what needs does the brand fill where other products simply fall short?

Great quality, simple designs, great value, affordable, 'less is more' philosophy (not a lot of useless designs to clutter/confuse things), the warranty is ridiculous - they go out of their way to make sure customers are happy, even if they are idiots. The interaction here on the forum also helps show they truly care about the customers who enjoy/use their products.

The brand doesn't produce 8 different varieties of each knife, each with 5 different handle designs/colors to get 'safe queens' to shell out all their cash. They want people to actually use their knives, not reel them in so they buy 10 variations of the same blade just to release a different blade where the pattern repeats. They are trying to make money by making products people will stand behind and tell their friends about, not maximize profits by catering to the collectors.

The knives they make stay in production, this helps people make sure they can get the knives they want and not drive up the value due to limited numbers of knives. This ties in with the above paragraph. Knowing that I can get an Izula II now or next year doesn't force a 'feeding frenzy' whenever something is released.
Click to expand...

Obsessis pretty much nailed it (bolded for my emphasis)... I love ESEE for being so active here, and really showing how much they care and listen to their customer base.

If I wanted organic/new/funky design, I'd go to another company like Spyderco's folders... however, if I want a dependable, hard use, reliable, great quality work knife, I look at nothing but ESEE, because of Mike, Jeff, and the gang. They care about us, and if anything ever goes wrong with the knife under good normal use, I know I'm covered by the excellent warranty. The part about production - it's great to know that if I like a knife and I broke it, I can always buy another in a heart beat, or buy an extra as a gift, or just to have an extra. I don't care much for "limited edition" stuff... since I can't really use them... I'd feel too bad damaging it or loosing it, etc. (but of course, a pack knife with my pack number on it is pretty awesome)
 
My wife thinks Im a little insane, but wouldn't have it any other way.

Don't worry...all married ESEE forum members wives think the same way as your wife.
Nicely written article by the way and interesting findings.

I know I written a book on my earlier response to this tread but here is the short version in the following order:
ESEE = quality (people beat the crap out of their knives and ESEE replaced them if it ever breaks)
ESEE = trust (knife nuts buys more than 1 ESEE and in most cases several ESEEs of the same model, try explaining that)
ESEE = listens to its customers (except for dumb asses)
ESEE = innovates and adapts (Izula II, Izula Folders, RC3 folders, Junglas BackPack.......can I include orange ESEE panties?)
ESEE people = are fun (I might have to re-think this one...)

Note: To some maybe this is not true but noticed that price and warranty is not even on my equation but the fact that the no questions asked warranty is offered shows the confidence of ESEE in its products. Try buying things these days and you get ..." Yeah it will work, it's a great product, we guarantee for 30 days...." and I am also starting to noticed that some products no longer says where it is made even though I know where it is made.
 
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I'm a 50 year old white male
Married with 4 children
Christian
Love to shoot
I spend alot of time hiking in the North Georgia Mts.
I trout fish and hunt a good bit
I spend time on my small farm in The North Georgia Mts.
I know with out a dought that ESEE knives are well made and I would bet my life on this, as does a Marine in Afghanistan with his ESEE-5.
Knives are a work of art also.
I believe Jeff and his crew at ESEE have serious and well made products for serious people, when I find a product I like, I stay with it. Thanks Jeff and ESEE for great products!
 
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63 year old white male retired veteran recluse. I buy knives to take into the woods and beat up. I take pictures of them and post them on forums just for the hell of it. Over the years, my horde of steel has become a national security risk. It affects navigation equipment and may even reverse the earth's magnetic field, causing untold natural disasters. And I still don't care.
 
bladebuster said:
My wife thinks Im a little insane, but wouldn't have it any other way.

Don't worry...all married ESEE forum members wives think the same way as your wife.
Nicely written article by the way and interesting findings.

I know I written a book in my earlier response to this tread but here is the short version in the following order:
ESEE = quality
ESEE = trust
ESEE = listens to its customers
ESEE = innovates and adapts
ESEE people = are fun (I might have to re-think this one...)

Note: To some maybe this is not true but noticed that price and warranty is not even on my equation but the fact that the no questions asked warranty is offered shows the confidence of ESEE in its products. Try buying things these days and you get ..." Yeah it will work, it's a great product, we guarantee for 30 days...." and I am also starting to noticed that some products no longer says where it is made even though I know where it is made.
Click to expand...

:thumbup::thumbup::thumbup: Jeff and Mike are down-to-earth-people, plain and simple. Their way of doing business & taking no crap, and providing proven products with the no questions asked warranties has kept me looking to them every time I want a new blade. The way they listen to and interact with everyday folks and stay at their level really is a key to their success imho.
 
Okay lets see:

I'm a 25 year old white male, member of the Hungarian Defense Forces and 3rd year Cadet of the Miklos Zrinyi National Defense Univerity. I specialized to reconaissance. I practice and teach Krav Maga when im not in uniform.

I have a girlfriend, and no kids yet, love the great outdoors where i spend my time on duty and off duty too.

I buy ESEE because they build knives in a great quality, for a few models they have lot of variations, because field proven and my life may depend on their products. Cause i know i can beat the hell out of em, and serve me well.

Plus the best of all: only ESEE can offer me a fully compatible sheath which i can adept to any enviroment, situation and gear. I can use it on my vest, drop legged on my leg, on my belt or whereever i want. There is a lot of different sheath options on the market but the MOST VERSITALE SHEATH SYSTEM is owned and manufactured by ESEE. Thanks for the great products, my next purchase gonna be the LaserStrike when it shows up.
 
I'm just here for the kool-aid.


24 yr single white nerdy guy
From Nebraska, grew up and live on a farm
Fish, hike, hunt, shoot, and camp
Work in the outdoor or ag industry
Politically conservative (with occasional libertarian leanings)
 
43 y.o. Asian male. Typically frugal (cheap) in nature, I got tired of buying cheap Chinese junk that fails after a few uses. An acquaintance showed me his HEST so I started looking around and found ESEE knives.

Through a Christmas buying binge, I own all of the ESEE products except the light machete. But have only used the HEST lightly.

I like the quality and the price/value. The warranty is nice but not crucial to me because I plan on being a light/recreational user.

Not to slam another manufacturer, but I have both of the two knives involved in the "cut one big knife with another big knife" thread, and while the other manufacturer's knife is significantly cheaper...once you upgrade the sheath and the handles, you are close to the price of a ESEE 5. That said, the blade itself is high quality...corners are cut on the sheath and handle material.

This is why I deem ESEE knives to be high value products and will look to their future products.
 
I am a 29 year old married male origanly from Wyoming, love the military, guns, and anything that will hold an edge, i also am in love with tactcal gear, mags, etc. ESEE stands for what the USA used to be, by that i mean back in the day eveything was made in the us and didnt come from over seas, and the company you purchased your product through stood behind it, today it is very hard to find a company that will warranty thier product for life, with a no questions asked philosiphy, and to me that is very important. Esee knives are like the glock pistol of the knife world, it may not be prety but when your life depends on it you know it will function. a lot of folks buy them because thie reliable and affordable.

SEMPER FI DO OR DIE
OORAH
 
ESEE stands for what the USA used to be, by that i mean back in the day everything was made in the us and didnt come from over seas, and the company you purchased your product through stood behind it....

Amen to that!!!
 
bladebuster said:
My wife thinks Im a little insane, but wouldn't have it any other way.

Don't worry...all married ESEE forum members wives think the same way as your wife.
Click to expand...

Nope...my wife bought ME the Junglas for our anniversary.
I win.:D
 
I'm 44, white, male, married, one daughter.
Aerospace engineer, love the outdoors, hunting, hiking, camping, shooting anything that launches a projectile, and participate in IDPA. But I probably like nothing better than wandering around mountains, anywhere.
Conservative, Christian, 2nd Amendment supporter, NRA member.
A conservative southerner out of place in liberal Maryland.
Like ESEE knives because they are a good design, very tough, good price for the performance, and a great, AMERICAN company.
 
I'm 47, married 16 years, have a 14 year old son. Born, raised and live in suburban NJ. We live in an area that is MUCH less built-up than where we grew up but still really can't be called "the woods"
I work for a large insurance company and do automobile property damage claims in a phone center setting.
I'm politically liberal but support gun rights and our military (My father is a decorated WWII vet and I have friends deployed in "The Sandbox" as we speak).
I enjoy hiking, fishing, kayaking/canoeing, etc.
While I'm not a "hard core" survival practitioner, I enjoy knowing, with help from my fellow forum members as well as their reading suggestions, that I CAN survive should I find myself injured or stranded in the areas in which I spend my outdoor time.
Why ESEE? I've been buying their knives since the beginning because I like the designs, funtionality and value. Rat/RC/ESEE have made knives that work and their customers want, not what marketers say they should make.
I've become an even bigger fan since becomming active on this forum. Jeff and Mike's presence here almost daily demonstrates a connection with their customers that is unlike anything I've ever seen before. They are successful because they know what they're doing and what works but are also smart enough to listen to the suggestions of others. No ego issues here!

I'm a customer for life,

RAT Pack # 177
 
19 y.o. white male from west central IL
attend college
not religious
not politically dedicated
Although the only ESEE knife I have was a gift, I have been following the forum and learning as much as I can about the company and their knives.
They will get my money when ever I have some because they are an amazing group of people who have the confidence and fortitude to stand behind their product no matter how many idiots are out there. The solidarity of the company is very refreshing when most other companies are just in it to make money. They do what is right and don't change their principles just to get a buck. Honesty and integrity is probably the biggest draw for me. Oh, their knives are pretty freakin' b.a. too.
 
25 YO White Male From Eastern North Dakota
Attended college for 4 years, and graduated
Married, my wife thinks I am slightly nuts, but hey what can you do...
I loved the outdoors as a kid, grew up on a farm. Moved to the city and want to move back to the boonies. I will be camping a lot more this summer! I think the thing that has drawn me to ESEE is the fact they take pride in what the make and stand by their product. No one does that any more. Thanks guys!
 
I'm 21, Asian, from Singapore. Studied for the past 20years, and am still studying, and going to study even more. I've never seen any manufacturer being this close to his customers on such forums =D
Btw, what's with all these intro???
 
This sounds like an AA meeting :D But we appreciate all the repsonses. Interesting and diverse group of folks. We thank each and every one of you!
 
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