Sponsorship Research Service
Our service is backed by the 27 years of experience from the global leader in sponsorship research design and analytics. With over 1.6 million consumer interviews and over 700 focus groups logged, no other research house provides the depth of experience in uncovering key consumer markers around sponsorship marketing.
Why is sponsorship research different from ‘everyday’ consumer research? Sponsorship research involves many challenges that typical research houses have never experienced. For example, collecting data in the short time frame around a sponsorship, learning the “language” of sports/arts/cultural/cause fans, recognizing sponsorship successes and failures, establishing norms, and providing actionable insight all depend upon experience and specialization in sponsorship research.
Sponsorship research measures and provides insights around a number of important factors including: sponsorship awareness, changes in brand health, brand loyalty, the activations and promotions that impact success and those that don’t, the demographic and product profiles of property audiences, and the emotional factors that connect fans to a sponsor brand.
Effective sponsorship research provides valuable insight that helps define a sponsor’s ROI story. It helps clarify the impact and influence your sponsorships have on consumer behaviour – how they feel about your brand, what they say about your brand and if they buy-in to your brand.