Consumer Connections Panels

Sports and sponsorship do not exist in isolation, and neither should their measurement. We believe it is vitally important to understand the impact they have on consumers.

In addition to the wealth of knowledge we gather about sports fans through a variety of consumer research techniques, we also run a growing number of online Consumer Connections Panels within our sister company Initiative. These comprise 175,000 individuals globally.

These panels provide us with the ability to get deep inside the mind of a sports fan and understand their motivations and behaviours. Critically, in addition to this, for each of these individuals we hold a wealth of data including media use habits and attitudes across all touchpoints, demographics, motivations and category purchasing. This enables us to explain how sport and sponsorship operates in each of these dimensions.

We regularly re-contact panellists to generate fast response to current topics using a variety of methods from questionnaires, online forums and bulletin boards. This means that they are very flexible and provide timely and relevant insight in addressing clients’ concerns.

The connections panel provide a worldwide knowledge base, which is constantly being updated. Consistent data are collected within and across markets, enabling cross-country comparisons to be made of the effects of sport and sponsorship. Data are also trended over time, to identify key trends.

Placed alongside our other media and consumer research tools, the Consumer Connections Panels provide a fast and effective route to essential knowledge for creating effective brand marketing.


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