Pitwall brand & launch studies
Pitwall is our brand intelligence system for motorcycling (and beyond), and the ultimate listening device. It listens to everything that’s being said about you: launch videos from independent vloggers and influencers, the comments underneath, forum threads, social posts and web news. Then it measures it all and turns it into a clear answer, with summary notes and guidelines written by motorcycle industry marketing and communications professionals.
Why Pitwall
You know what you’re trying to say to your existing and potential customers. Pitwall tells you what those audiences actually think, and the gap between the two is where the next campaign is won or lost.
When a new bike is revealed, thousands of people react within days. They watch the reveal on your channel, the walkaround on a magazine's channel and the first ride from an influencer, and they say exactly what they think underneath. They argue about it on Reddit and the forums. Journalists, bloggers and dealers write about it in a dozen languages.
Almost none of that reaches the people who made the bike. A marketing team sees views and likes. It doesn't see that riders love the styling but think the price is wrong, or that one detail has become the thing everyone mocks.
Pitwall goes further and works harder than any monitoring software you might have used for your brand before. It collects all of it, measures all of it and tells you what it means: how well you’ve performed, what your audience really thinks, and how to improve the reach and volume of what you say next.
Past, present and future
The same tools and the same measures, every time. A launch from last year, a show happening this week and a bike that hasn’t been revealed yet can all be compared on equal terms, for your brand or your competitors’.
Past
Go back over a launch and see how it really landed: what riders praised, what they criticised, which videos and outlets drove the reaction and whether the launch moved search.
Present
Collected daily while the reaction is still forming, so you can see a problem on day three rather than in the post-launch review. Show coverage tracks every maker at once.
Future
Know what riders expect and fear before you reveal. We set the baseline in advance, then follow the model from reveal through its first weeks against the same measures.
A live demonstration
To show what it can do, we set our sights on EICMA in Milan and deployed the full suite of tools. From the moment the covers came off the first new bike, Pitwall has traced, tracked and recorded what’s been said online. These figures are from 9 November 2026, with collection still running.
A peek at the results
Views tell you who was seen. Sentiment tells you who was liked. Pitwall measures both, which is how you separate the most-watched launch from the best-loved one.
Almost 3.5 million views across 114 videos and the warmest reaction of any major launch, from almost 2,500 comments. Riders loved the design and performance, and Suzuki was the most-liked brand on social during the show.
3.5 million views from 122 videos and a clearly positive reaction. Riders talked about its looks, its performance and its racing pedigree.
8.2 million views across 108 videos and nearly 4,000 comments. Heritage and the ownership community won praise; design details, weight and price drew the doubts.
A smaller audience, at almost 300,000 views, but the most positive reaction of any launch with more than 100 comments. More people saying positive things means a more convertible audience.
Every video, every comment
Pitwall listens to everything, starting with video. At EICMA alone that meant hundreds of hours of footage. The Pitwall System watches each launch video in full, picture and sound. It records what the presenter said, what was on screen and the moments that were positive or negative, each with a timestamp you can click to jump straight to it.
It then reads the comments underneath and keeps the two apart, because the presenter and the audience often disagree. A reviewer can love a bike that commenters think is overpriced. Pitwall shows both, and flags when they are mixed.
In show round-ups and walkarounds, it notes where each manufacturer appears, so a ten-minute video covering twelve brands still counts properly for each of them. Comments in other languages are translated into English, with the original kept alongside.
Brands in shot
The Pitwall System doesn't only listen to what presenters say. It looks at what's on screen: the helmet the rider is wearing, the tyres, brakes, suspension and exhaust on the bike, the luggage, the kit and the logos in the background. Every brand that's mentioned or shown is logged against the video, the moment it appears and the model it was seen with, along with every comment that names it.
It can also be pointed at exactly what you care about. Tell us the brands, logos or products to look for and the system is briefed to find them. A helmet maker could ask how many times its helmets appear in launch videos, on which bikes and riders, and how that compares with its rivals. The same works for a tyre brand, an exhaust maker, a luggage supplier or a sponsor.
Beyond video
Most monitoring stops at the big English-language magazines. Riders don’t. Beyond video, Pitwall goes into the forums, searches Reddit and logs social media posts, alongside news sites, blogs and dealer pages across markets and languages. It picks up the makers’ own Instagram and Facebook posts and SuperBike’s audience as well: the seemingly endless stream of information and chatter, all collated and measured.
That is where you find the regional review that started a rumour, the forum thread where owners compare service costs, or the trade story about a rival's plans. Each one is coded and translated like everything else, so it counts in the result rather than sitting in someone's bookmarks.
Inside Pitwall
These are screenshots of the working system, not mock-ups. Each study gets its own private site like this, where every finding opens to its evidence.
What you receive
There are hundreds of hours’ worth of work in a Pitwall report: measuring tone, calculating sentiment and making recommendations that improve your digital performance and help you get maximum digital ROI. Every finding links back to the evidence behind it.
Your own Pitwall site, like the screens above, where every finding opens to its evidence and every comment, video and story can be filtered.
Shared with your teamA Word report with the executive summary, competitor scorecard and prioritised findings, with summary notes written by motorcycle industry marketing and communications professionals.
Ready to circulateWhat riders loved, what put them off and how you compared with your rivals, turned into messaging for the next phase of the launch cycle: what to address, and what to turn up the volume on.
From finding to fixHow it works
Pitwall was developed in house by our own software team, and the results are interpreted by people who have spent their careers in the motorcycle industry. Here is what happens in every study.
Every study is set up around your brand, your markets and the questions you need answered, so the best way to see how it would work for you is to talk it through. We’re happy to walk your team through the method, the sources and a live study.
Questions, answered
Your own brand and models, and your competitors'. Studies can look back at past launches, follow a launch or show as it happens, or set a baseline before a launch that hasn't been revealed yet.
It depends on the scope. A full brand study takes about four weeks from sign-off, including twelve months of history and a 14-day live listening window. Launch and show coverage runs for the dates agreed, with the study site updating as collection continues.
Yes. Every video inside the agreed scope and dates is watched in full, picture and sound, by the Pitwall System, and the study site shows exactly how many have been covered.
Comments, posts and articles in other languages are translated into English, with the original kept. Studies can cover one market or many; tell us where your customers are and we’ll set it up around them.
Yes. Repeat studies, for example every quarter, use identical measures so you can see whether the fixes worked.
Each study is quoted at a fixed price once the brands, models, markets, languages and dates are agreed.
Next stop, Motorcycle Live
Pitwall is still running for EICMA, so the data is still building and is available if you’re interested. With Motorcycle Live just weeks away, we’ll be doing exactly the same there, and we’d be happy to build a Pitwall for you to listen from. If you’d like to see what the world said about your launches, or what your audience thinks of your competitors, let’s talk.
Let’s talk ↗
