Qualitative

ESPN Arizona Diamondbacks Navigate Research

ResearchThe Value of Modern

Research in Sports Business

Clients

2

Value and Impact

3

VALUE IMPACT

Types of Qualitative Research

Biometrics EthnographyModern 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?

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ESPN Football Ethnography StudyUnderstanding the consumption patterns of fans watching

games at home…

ESPN: Objectives

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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

ESPN: Known Information/Usage Facts

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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.

ESPN: The Approach

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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 TabletsSmart

phone

AD

Commercials Social Media Fantasy Apps

ESPN: REPORT ELEMENTS

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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

QuotesVideos

Photos

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.

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.

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.

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

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Arizona Diamondbacks StudyUnderstanding reasons behind fan attendance…

Arizona Diamondbacks: Objectives

OBJECTIVESMeasure 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

Arizona Diamondbacks: APPROACH

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APPROACHRecruit 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

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 fan

friendly

environment

Affordable

tickets and

concessions

Enjoyable fan

experience

Gives back to

the community

Being there in

person for

exciting

games

2010 2013

Diamondbacks: REPORT ELEMENTS

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“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

QuotesOne-on-One Interviews

Group Discussion Videos

Setting the Scene…

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GROUP DISCUSSION – Fan Experience

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Click the picture to watch the video and see the description on YouTube.

ONE-ON-ONES – Community Involvement

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Click the picture to watch the video and see the description on YouTube.

How the Diamondbacks Used the Research

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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

Break slide for biometrics research slide

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Biometric Fan ResearchHeart rate monitoring, perspiration, and more…

Biometrics Research Qualitative Methodology

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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

Biometrics Research Qualitative Methodology

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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.

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Qualitative

ESPN Arizona Diamondbacks Navigate Research

ResearchThe Value of Modern

Research in Sports

Business