A sports team sought to improve fan experience at the game in order to increase attendance. They needed to know what factors mattered to fans the most, what factors matter to certain sub-groups of fans, what are the characteristics of these sub-groups. With this learning the team wanted to build more tailored and appealing experience programs for their fans.
Combination of online qualitative and quantitative surveys plus incorporation of advanced segmentation analytics.
Insights to Business Action:
Number of sizeable fan segments were identified based on the factors that drive their visit.
Number of marketing programs were pre-tested and tracked to assess effectiveness and impact on fan overall experience in the park.