Bring Fan Insights to Life

A leading women’s sports organization partnered with W5 to deepen its understanding of fan segments and develop materials to effectively communicate segment insights. Building on W5’s segmentation research conducted in 2022, this initiative aimed to fill knowledge gaps, create detailed fan personas, and provide actionable tools to engage internal teams and potential partners.

Approach

W5 built on insights from previous segmentation research to launch a multi-phase initiative aimed at deepening the understanding of fan behavior, preferences, and engagement. Fans contributed video responses to key questions, offering authentic perspectives on their motivations and experiences. To turn these insights into practical tools, W5 led a collaborative Persona Development Workshop with stakeholders to define persona attributes, narratives, and imagery for distinct, actionable audience profiles.

Results

The research provided a comprehensive view of fan behavior and engagement, strengthening the organization’s ability to tailor strategies to different audiences. Insights directly informed the Persona Playbook, which brought the segmentation to life with relatable personas featuring names, faces, and stories. The playbook serves as a strategic guide for aligning marketing, engagement, and partnership efforts with audience needs.