digital sports consumer profiling
THE Situation
A major sports association wanted to understand their potential customers in five key secondary markets: Brazil, Mexico, Spain, India and Japan. To develop digital platforms in a relevant way in those markets – both functionally and culturally – they were seeking a wealth of information on opinion, lifestyle, preferences and price sensitivity.
The approach
We designed a two-stage process comprising an initial market sizing and profiling quantitative piece, followed by an online community to work through some of the proposals developed:
The quant study initially segmented respondents into pre-defined interest groups and then asked multiple demographic and attitudinal questions. Next we defined preferred product aspects, running the same study with some local tuning in each of the five markets.
The community was then created on the same platform by local language moderators from our office in London, carrying out the same tasks simultaneously and feeding back in real time, so that follow ups were checked for cultural variance.
the outcome
The client discovered not just which key features to include in their next wave of product development, but which of those elements were essential and which were premium opportunities, along with the projected revenue related to each option. Consequently, they could attach finance levels to each attribute, and prioritise and budget for development at a granular level.
They also found out not only what but why stylistic and technical elements worked in each market, so they could genuinely understand the importance of each in depth.
Finally our client developed and launched a set of widely appreciated and highly popular products that have met their targets for uptake.