Business Growth Through Fan Segmentation

Business Objective

• A sports team wanted to identify and prioritize fan segments that were ripe for business-building opportunities. To do so, they needed to understand what motivated the fan base to attend games so that attitudinal segments could be developed.
• At the time, the sports team only had a ticket-based segmentation of the fan base. These segments were limited to frequency of game attendance and age-based profiling.

The Challenge

• They wanted to understand what motivated loyal fans to attend live events despite the team’s inability to maintain a winning record.

Our Approach

• Schmidt’s advanced analytics experts managed the segmentation process, leveraging the team’s 3,500-member Fan Insight Community to run both qualitative and quantitative aspects of the project. This approach allowed for an accelerated timeline. The work was delivered within a 2-month period, outpacing the typical 4-5-month timeframe usually required for this type of project.
• Schmidt’s approach took client budget sensitivity into account. By utilizing the Fan Insight Community and leveraging the client’s own research team on qualitative aspects of the project, our team was able to deliver the project at nearly half the cost of what might have been expected utilizing research sample from the market.