DATA IN SPORTS BRENDA LI OUTLINE •Why surveys? •Surveying in sports •Sponsorships •Challenges with surveying •Setting up a survey •Examples • • • WHY SURVEY? 1.Easiest form of wide-scale information gathering •No limit on how many people receive the survey 2.Cost-effective •Can be internally produced and managed 3.Various ways of distribution •In – person •Email •App 4.Precise results for analysis • • • • SURVEYS IN SPORTS •Typically used for customer satisfaction •How do consumers feel about the experience? •What are areas of improvement? •Who is in the building? •Sponsorships (pre and post) •Benchmarking for engagement level at the start of sponsorship •App question example: Have you heard of this brand? •How has the sponsorship increased brand awareness? •Are people more likely to purchase a sponsor brand? •Who is in the building? • • • LEAGUE REPORTS •Every league sends out a report to its fans to understand their reactions to the league and to sponsors •Awareness of the league •Awareness of leagues sponsors •Affinity to sponsors •Likelihood to purchase (consideration) from sponsors • •Why spend here instead of elsewhere? • • • • EXAMPLE: POPULAR SURVEY TOOL • DEMOGRAPHIC QUESTIONS •Used both from a customer experience perspective and a sponsorship side •Teams need to know who is in the building •Brands want to know who they’re communicating to through the partnership •Are there specific subsets that can be targeted? CHALLENGES TO SURVEYING •Survey fatigue •Consumers are over-communicated to by every brand •Lack of responses •Response rates can fluctuate from 40% of members to only 10% of single-ticket buyers •Respondents may start to answer then drop out •Biased questions • SETTING UP A SURVEY SURVEY QUESTION SET-UP •Surveying should be unbiased 1.Leading questions 2.Loaded questions 3.Two questions at once 4.Absolute answers 5.Accurate scales COMMON TYPES OF QUESTIONS •Yes/No (Are you currently a season ticket holder?) •Multiple Choice (Where did you buy your tickets from?) •Should always include an other selection •Can we only one selection or multi-selection •Ranking (Please rank the following brands on their product durability with 1 being the highest, and 5 being the lowest.) •Scale explanation extremely important •Rating Scale (How likely are you to purchase a sponsor product vs a non-sponsor product?) •Answers should be evenly spaced – likely, neutral, unlikely •Open-ended questions • DEMOGRAPHIC QUESTIONS •Brands might be interested in knowing the following 1.Age 2.Household income 3.Consumption habits 4.Marital status 5.Leisure activities What other things might a brand want to know? • • • SPONSOR QUESTIONS •Aided vs non-aided (brand awareness) •Aided example •Which of the following brands are car sponsors of the team? •Unaided example (stronger awareness) •Please list all hospital sponsors of the team • •Likelihood to purchase •Are you more or less likely to consider the brand if it is a sponsor? SAMPLE SURVEY QUESTIONS • •How likely are you to purchase a sponsor product vs. a non-sponsor product? • •Which of the following are automobile partners of the team? • •Please list all sponsors of the team you can recall. • SAMPLE SURVEY QUESTIONS • •How great have Toyota’s on-site activations been this past season? •Vs. •How do you feel about Toyota’s activations this past season? SAMPLE SURVEY QUESTIONS • •Do you always visit our on-site activation space? •Vs. •How many times have you stopped at the activation space? QUESTIONS? https://cdn.decision-wise.com/wp-content/uploads/2017/09/AND-THE-SURVEY-SAYS.jpg