Darrell Survey
| Company type | Private |
|---|---|
| Industry | Sporting equipment |
| Founded | 1932 |
| Founder | Eddie Darrell |
| Headquarters | Los Angeles, California , United States |
Area served | Worldwide |
| Website | darrellsurveygolf |
The Darrell Survey Company, commonly referred to as Darrell Survey, is a U.S.-based independent research organization that specializes in monitoring sporting goods, with a particular emphasis on golf equipment usage patterns. Established in 1932 by Eddie Darrell, the firm is headquartered in Los Angeles and caters to clients worldwide.
The company’s primary operations focus on analyzing golf equipment utilized during premier professional tours such as the PGA Tour, Korn Ferry Tour, LPGA, and Champions Tour. Its scope also includes international circuits like the Japan Golf Tour, LPGA of Japan Tour, PGA Tour China Series, and the China LPGA Tour, along with significant amateur competitions. This comprehensive data gathering offers crucial market intelligence to manufacturers and stakeholders, bolstering the firm’s position within the sporting goods sector.
History
Eddie Darrell founded the Darrell Survey in 1932, initiating a pioneering approach by traveling alongside the nascent PGA Tour to document golf equipment usage among players, thereby delivering valuable industry insights. Following Eddie Darrell’s passing in 1972, his wife Virginia took over management until 1980, when ownership transferred to Susan Naylor. Presently, the company conducts surveys at around 220 tournaments annually, including events on the LPGA Tour.
Operating under a business model centered on sports equipment analytics and polling, the Darrell Survey Company provides data extensively utilized by equipment manufacturers to gain competitive advantages in product innovation and sponsorship evaluation. Company representatives attend each tournament to authenticate professional players’ equipment choices, ensuring sponsored products are in use and monitoring logo exposure for marketing effectiveness.
Additionally, the Darrell Consumer Survey offers in-depth demographic analysis of golf equipment users across major markets such as the United States, Japan, South Korea, China, and Southeast Asia—including Thailand, Malaysia, Singapore, and Indonesia. This worldwide operation delivers strategic insights that aid leadership decisions within the golf industry by revealing trends in market share and consumer preferences.