Season-long immersion study on Fans' Social Media Usage
How do hard core football fans use social media? What is the impact of it on their engagement with the league—watching, buying, communicating, promoting?
How does social media perpetuate and fuel what they need and want
with regards to football information, products and services? How is the best way to speak to them? What do these Superfans need and want in their football information diet?
8 focus groups | 4 cities | 1600 Completes
A deep-dive, immersive study utilizing a combination of multi-phase qualitative and quantitative over the entire football season, we recruited 30 hard core football fans who agreed to stay with us throughout the season—and all did, enthusiastically.
TideWatch® communicated with these Superfans nearly every day, from preseason to the big game.
In order to capture the essence of the rabid football fan,
we built a communication and social hub, nflsocialfanwatch.com, for data collection and interaction, which included journaling, message boards, video uploads, and homework assignments. This was our primary communication console with them, season-long. We also communicated with them via Facebook, Twitter and text. All were compatible with smartphones for quick, on-the-go photographing, recording & uploading. Captured in-the-moment and real-time, it was the most authentic information we could have hoped for. Two study participants awarded Super Bowl tickets.
Making it easy for the participants
to communicate with us meant rich, authentic, valuable data, which easily translated into a compelling story for our client. We believe that in research, creating tools to make the information flow more easily is worth the effort.