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Qualitative 
ESPNArizona Diamondbacks Navigate Research 
Research 
The Value of Modern Research in Sports Business
Clients 
2
Value and Impact 
3 
VALUEIMPACT
Types of Qualitative Research 
Biometrics 
Ethnography 
Modern 
Focus Groups 
Mobile 
COLOR 
connection 
feeling 
WHY? 
Un...
5 
ESPN Football Ethnography Study 
Understanding the consumption patterns of fans watching games at home…
ESPN: Objectives 
6 
ESPN wanted to find out consumption patterns of in- home viewing of football. Key questions to answer...
ESPN: Known Information/Usage Facts 
7 
Use of wireless phones to check sports scores is up 
by 41%. 
Those watching TV wh...
ESPN: The Approach 
8 
8 
Living Rooms 
College 
Pro 
Approach: Live feed in anther room, hidden camera, and one-one inter...
ESPN: REPORT ELEMENTS 
9 
We looked up a commercial 
on the iPhone because it’s funny. It’s an ESPN commercial about Sport...
Missed Moments Due to Technology 
In this video, the son is so consumed with his technology that he misses a great moment ...
Missed Moments Due to Technology 
“I’ve come to grips that I’m going to miss some crucial parts of games. I don’t know –OF...
Technology Integration 
Fans do not yet realize how much time they spend using their devices and technology. 
Click the pi...
How the Research Was Used 
Learn about what behaviors were occurring in the living room 
Video Evidence + Able to Share Ex...
14 
Arizona Diamondbacks Study 
Understanding reasons behind fan attendance…
Arizona Diamondbacks: Objectives 
OBJECTIVES 
Measure incremental impact on perception of 
D-backs since 2010 research. 
P...
Arizona Diamondbacks: APPROACH 
16 
APPROACH 
Recruit fans and non- fans from the Phoenix DMA using pre- determined target...
Arizona Diamondbacks Quantitative Results 
Did the Diamondbacks experience gains in the main areas they focused on after t...
Diamondbacks: REPORT ELEMENTS 
18 
“I follow the organization because the team starts with the organization. If the organi...
Setting the Scene… 
19
GROUP DISCUSSION –Fan Experience 
20 
Click the picture to watch the video and see the description on YouTube.
ONE-ON-ONES –Community Involvement 
21 
Click the picture to watch the video and see the description on YouTube.
How the Diamondbacks Used the Research 
22 
Continue to Reinforce Important Messaging 
Helping to Adjust Advertising Conte...
Break slide for biometrics research slide 
23 
Biometric Fan Research 
Heart rate monitoring, perspiration, and more…
Biometrics Research Qualitative Methodology 
24 
Heart Rate 
Monitoring 
Temperature 
Acceleration 
Why is this Needed? 
U...
Biometrics Research Qualitative Methodology 
25 
Navigate and Wasserman Media Group will measure fans’ biometric responses...
Qualitative 
ESPNArizona Diamondbacks Navigate Research 
Research 
The Value of Modern Research in Sports Business
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This webinar will provide attendees with a rundown of two different qualitative studies that Navigate Research conducted in partnership with ESPN and The Arizona Diamondbacks. Each presenter will walk through their experiences and discuss the value of qualitative research in today’s sports sponsorship world, and how important it is in order to reach your target market.

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The Value of Modern Research in Sports Business

  1. 1. Qualitative ESPNArizona Diamondbacks Navigate Research Research The Value of Modern Research in Sports Business
  2. 2. Clients 2
  3. 3. Value and Impact 3 VALUEIMPACT
  4. 4. Types of Qualitative Research Biometrics Ethnography Modern Focus Groups Mobile COLOR connection feeling WHY? Understand the “why” behind behavior that can’t be summed up in a drop-down check list Looking for MORE?
  5. 5. 5 ESPN Football Ethnography Study Understanding the consumption patterns of fans watching games at home…
  6. 6. ESPN: Objectives 6 ESPN wanted to find out consumption patterns of in- home viewing of football. Key questions to answer: Technology & football at-home viewing experience Is there a new living room dynamic from technology? What is the intersection of fantasy football and watching games? How has technology impacted in- game advertisements? Fan Technology Compensation and what it means AD
  7. 7. ESPN: Known Information/Usage Facts 7 Use of wireless phones to check sports scores is up by 41%. Those watching TV while also using a smartphone skew younger. Mobile phones tend to be used for social media, e- mailing and shopping when coupled with TV viewing. Those watching TV while also using a tablet skew older. Use of the internet to watch TV is on the rise –up 9 ppts. since 2008 41% of people with a tablet and 38% of smartphone owners use their device at least once a day while watching TV. Americans spent a total of 158 billion minutes on mobile devices in July 2012, double that of the in the prior July.
  8. 8. ESPN: The Approach 8 8 Living Rooms College Pro Approach: Live feed in anther room, hidden camera, and one-one interviews at the end. Demographics: Additional Components: Types of Devices: Single Guy Friend Groups Distracted Couple Pairs Laptops Tablets Smart phone AD Commercials Social Media Fantasy Apps
  9. 9. ESPN: REPORT ELEMENTS 9 We looked up a commercial on the iPhone because it’s funny. It’s an ESPN commercial about SportsCenter. -Bo “ ” The prevalence of digital device usage overall has carried over into football viewing, assisting fans in creating customized game experiences. Insights Quotes Videos Photos
  10. 10. Missed Moments Due to Technology In this video, the son is so consumed with his technology that he misses a great moment in the game, which impacts the experience for his father. “You Missed It Joe” Click the picture to watch the video and see the description on YouTube.
  11. 11. Missed Moments Due to Technology “I’ve come to grips that I’m going to miss some crucial parts of games. I don’t know –OF YET –a better way of dealing with that.” -Joe The older generation doesn’t understand the technology addiction. Click the picture to watch the video and see the description on YouTube.
  12. 12. Technology Integration Fans do not yet realize how much time they spend using their devices and technology. Click the picture to watch the video and see the description on YouTube.
  13. 13. How the Research Was Used Learn about what behaviors were occurring in the living room Video Evidence + Able to Share Experiences with ESPN Partners Lens into sports fans’ living rooms to see how they really act. No self reporting. Ways people use and interact with digital content while in their own homes Helped change ways advertisers with ESPN try to reach consumers Important insights into how fans watch games at home both on TV & on second screens
  14. 14. 14 Arizona Diamondbacks Study Understanding reasons behind fan attendance…
  15. 15. Arizona Diamondbacks: Objectives OBJECTIVES Measure incremental impact on perception of D-backs since 2010 research. Provide data to the D-backs for strategic marketing decisions. Brand Perception Compare Results from 2010 Elements to Own Attracting More Baseball Fans
  16. 16. Arizona Diamondbacks: APPROACH 16 APPROACH Recruit fans and non- fans from the Phoenix DMA using pre- determined target segments that the Diamondbacks wanted to find out more information. Modern Focus Groups Sports Bar 30 Fans Cash Stipend Local Sports Radio Host Interviews (Group + Individual) Reality TV Feel HD Videos
  17. 17. Arizona Diamondbacks Quantitative Results Did the Diamondbacks experience gains in the main areas they focused on after the 2010 project? 0% 10% 20% 30% 40% 50% 60% 70% Creates a fanfriendlyenvironment Affordabletickets andconcessions Enjoyable fanexperience Gives back tothe community Being there inperson forexcitinggames 2010 2013
  18. 18. Diamondbacks: REPORT ELEMENTS 18 “I follow the organization because the team starts with the organization. If the organization makes poor management decisions then the team is not going to do well, no matter what.” “ ” The Diamondbacks are seen as the most family friendly professional sports team in town. Insights Quotes One-on-One Interviews Group Discussion Videos
  19. 19. Setting the Scene… 19
  20. 20. GROUP DISCUSSION –Fan Experience 20 Click the picture to watch the video and see the description on YouTube.
  21. 21. ONE-ON-ONES –Community Involvement 21 Click the picture to watch the video and see the description on YouTube.
  22. 22. How the Diamondbacks Used the Research 22 Continue to Reinforce Important Messaging Helping to Adjust Advertising Content Pursued Community Involvement Differently Why Qualitative is Important for the Arizona Diamondbacks: Identification of Information Gap Ability to Ask Follow Up Questions In Real-Time Provides Fan Insights Beyond Quantitative
  23. 23. Break slide for biometrics research slide 23 Biometric Fan Research Heart rate monitoring, perspiration, and more…
  24. 24. Biometrics Research Qualitative Methodology 24 Heart Rate Monitoring Temperature Acceleration Why is this Needed? Understanding the missing link between CAUSE and EFFECT in fans’ in-game experience. Perspiration Voice Inflection
  25. 25. Biometrics Research Qualitative Methodology 25 Navigate and Wasserman Media Group will measure fans’ biometric responses to games they attend in person and at home in October and early November. For every league, two fans will be monitored at the game, and two will be monitored at home. All will watch the same game. 2 2
  26. 26. Qualitative ESPNArizona Diamondbacks Navigate Research Research The Value of Modern Research in Sports Business
  • farfahkamoncha

    Jan. 22, 2016
  • VictorKozlov1

    Oct. 3, 2014

This webinar will provide attendees with a rundown of two different qualitative studies that Navigate Research conducted in partnership with ESPN and The Arizona Diamondbacks. Each presenter will walk through their experiences and discuss the value of qualitative research in today’s sports sponsorship world, and how important it is in order to reach your target market.

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