Notes from on site at the Shell Houston Open:How do golf manufacturers know whether players are actually using the equipment that they are endorsing? John Minkley (pictured right), and his staff from Darrell Survey Company check each player's golf bags on the Thursdays prior to play.
His staff and he have white books where they mark off what type of clubs, balls, grips are in the tour players' bags and from what manufacture. They also look at apparel, shoes and spikes. His company has been providing similar services since 1932 through founder Eddie Darrell. Minkley says they have good data about the equipment and players since probably the late1950s.
They provide this service not just for the PGA, but for every major golf tour.
The Darrell Survey effects what consumers tend to buy because equipment companies can use their data to say that their products are the most popular on tour. They also have personnel that watches every tournament broadcast to check out logo visability which I have to say would be a particularly strange way to watch golf.
