The challenge is to collect real-time fan input when the fan’s thoughts and feelings are most authentic – enabling event hosts to obtain a complete picture of the sports fan experience as well as identify any pain points that should be improved upon.
Of course, any undertaking to better understand the fan journey concerning the new sports and entertainment paradigm will require a comprehensive study design to recruit the fans and identify the appropriate areas of concern. This would ideally involve the fan experience stakeholders, the marketing and research specialists of the venue, and/or an independent research agency with experience in event analysis.
What We Delivered
Civicom’s CiviSelect™ recruiting team set out to find the right respondents among audiences from all major sporting leagues across the nation: MLB, MLS, NASCAR, NBA, NFL, NHL, and the WNBA. The first group was comprised of casual fans who had rarely been to a live sporting event but would consider attending another. The second group consisted of fans who loved the league and had attended a game at most twice in the last two years. Lastly, the third group included sports fanatics who had gone to five or more live sporting events within the previous two years. To better understand the external and the internal drivers in respondent preferences, the client included additional criteria to broadly represent the population across age, gender, income, and ethnicity.
Once the quota of participants had been met, respondents made use of the ThoughtLight® mobile app on their phones to document and share in-the-moment feedback on their stadium experience. This included buying tickets, preparing to leave for the game, traveling, going through security, quality of seats, experience with the bathrooms/vendors/arena staff, and leaving the game venue.
Afterward, post-game focus groups were facilitated online through Civicom CyberFacility® to dig deeper into respondent feedback. Participants also discussed in-depth the positives and pain points in their journey. Through curation tools in Glide Central, the end result delivers the voice of the fan (VOC) directly to those driving the fan experience and commitment.
All this started with choosing the right provider. Civicom® Marketing Research Services made project success possible by delivering excellent qualitative research tools and unparalleled support.