Consumer Research
The objectives of sports marketing may vary; however understanding the consumers' minds is the fundamental requirement to all marketers in the sports sponsorship industry.
Hence, TNS Sport developed tailor-made/customized solutions and methodologies to address the questions and issues that are facing each professional marketer in the sports industry.
Qualitative Research
The aim is to understand the core market context, opportunity and consumer intent around a given sport event, image or idea. We explore this in detail using the most innovative projection techniques among individuals or small groups, via:
1. Focus groups and
2. In-depth interviews
Quantitative Research The aim is to quantify how a sports event or sport sponsorship is perceived. We develop an understanding of, for example, a sport sponsorship opportunity, by assessing the market potential, reaching consumer needs, or quantifying and evaluating ongoing sport event effectiveness or sponsorship performance.
We use the most sophisticated modeling and cluster analysis techniques available with some survey methods such as:
1. Face-to-face interviews (adhoc/ omnibus)
2. Telephone (CATI) interviews
3. Self-completion surveys
Types of Consumer Research analysis |
Sports Consumer Insights |
• Which sports are favored by the public ?...
• Who are the fans ? / the antis sports ?...
• What are the image characteristics of each sport ?..
• Which sports are gaining ground / losing ground?
• Who is the most favored team or player? |
Consumers' reactions on sports sponsorship |
• Is your brand breaking through the clutter of sponsorship ? Have you recognized ? by who ? how does it compare to the other brands ?...
• Does your brand's characteristics fit to the image of the sport or team chosen? …
• Is your brand presence relevant and meaningful to your consumers? …
• What message is communicated by the partnership? How do consumers understand the message ? How do they think of it ? …
• Does the sponsorship of your brand have an impact on the consumers' decisions to consider purchase of your products in the future? … |
Perceptions of the media |
• What is the media perception of your sponsorship ? How do the media relate about it ? do they mention your brand ? How often ? …
• Are your PR campaigns achieving your objectives ? … |
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