Innovation in sports market research

About

Sports Market Research 2.0 - Innovation in Interaction with Fans

Fans and followers, stadium visitors, merchandising buyers, spectators, and users, but also sponsors and members are relevant stakeholders and important target groups. If you want to understand them, conventional market research quickly reaches its limits. The avialable instruments and methods often lack relevance, speed and efficiency. Surveying individuals is not market research.

But what is the best way to reach these heterogeneous groups to determine their specific needs and attitudes? How do you find out which products and offers they prefer, which prices they accept, how they communicate and behave, and which media they use? And how can you measure whether and how measures and activities are working?

Our solution - individual community panels

With FanLab, we have developed a flexible tool to generate valid results for heterogeneous target groups quickly and cost-effectively. Based on individual community panels, a wide variety of questions can be answered. A comprehensive service minimizes the effort and requirements on the customer side. With modern and valid methods, you will receive representative and meaningful analysis as well as valuable answers within a very short time.

Benefits

For management and corporate governance

Whether you are already collecting data or want to invest in collecting it. With FanLab, you consolidate your research activities, build your own highly cost-effective asset, and make the results more visible and usable to management and the organization via reports and dashboards.

 

  • Consolidation and unified planning of your research activities
  • Creation of a FanPanel as a separate asset
  • Uniform reporting and derivation of results
  • High cost-efficiency across all forms of data collection
  • Rapid response to external media coverage possible

For Fan Service and Fan Journey

By addressing your target groups directly, you receive feedback in real time. This gives you a valuable information advantage for better response to sentiments and opinions, but also for the acceptance of services and offers along your fan journey on-location or digitally. With the connection to your CRM, the data can be used optimally and for the analysis of changes over time.

  • Direct, own survey of your target groups and fan segments
  • Fast implementation and real-time reporting
  • Information advantage
  • CRM-Connection
  • Longitudinal analysis, i.e. changes over time

For digitalization and business development

New offers and products can only be developed based on valid data on preferences, purchase intentions and usage habits. The rapid implementation and cost-effective use of FanLab replaces trial-and-error with targeted, rapid data acquisition using a variety of valid market research methods.

  • Diverse methods for the development of products and services
  • Multilingualism
  • Potential analysis
  • Cross-media usage profiles and campaign tracking
  • Customer satisfaction, price-/user-analysis

For marketing and sales

Trust is good, data is better. With FanLab, you can provide your partners and sponsors with individual data on coverage, brand values or attitudes at any time, or collect this data at short notice to control activations. Provide your partners with an information advantage and unique, new opportunities in sports sponsoring.

  • Direct, own survey of your target groups and potential customers
  • Sales support through current industry analysis
  • Reporting in customer design
  • Comparison with representative studies
  • Impact and longitudinal analysis

For marketing and communication

With the short-term and cost-effective survey of attitudes and opinions, you retain interpretative sovereignty and can actively argue with your own valid data. You receive valuable feedback for brand management and can optimize the success of your communication not only through usage data, but also by surveying your target groups.

  • Rapid, cost-effective implementation
  • Separate surveys of target groups and fan segments
  • Information and time advantage for targeted communication
  • Quick response to external reporting with own data
  • Development over time through trend and tracking analysis

Features

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Häufig gestellte Fragen zum FanLab

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Contact

Marcel Cordes

Managing Partner

Torben Melzig

Senior Consultant

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