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Case study Helping a major sports publisher become the go-to destination for data-powered insights

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A leading sports data media platform wanted to sharpen their understanding of the sports betting market – from audience habits and motivators to the best ways to target new users and develop new products. With limited time and budget, they needed a research solution that would deliver actionable insights to make their marketing efforts more efficient. We designed a three-stage research process to shape, understand, and bring to life the audiences for the brand.

  • We began by analysing existing in-house survey data to pinpoint the most relevant questions for our nationally representative UK study for bettors. The study uncovered four key attitudinal segments within the market. Using advanced analytics, we developed a segmentation algorithm to validate and apply these segments across marketing efforts. To bring the segments to life, we conducted 16 in-depth video interviews to explore their attitudes, behaviours, and brand perceptions within the competitive landscape.

  • The final output included a master segmentation “bible” outlining each segment’s characteristics, motivations, and media preferences, one-minute teaser videos for each segment, making the insights easy to share across teams, and golden questions to apply the segments within media planning tools, CRM systems, and future research.

  • The impact: the segmentation framework has become a core tool for both brands, helping them tailor their communications, optimise product development, and improve targeting.

It has landed very well, and I look forward to sharing the results with the wider business. I was delighted by the leadership, planning, and ownership you were able to give to the initiative and thoroughly enjoyed working with the team.

Head of Marketing

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