Inspire an Experience-Centric Framework

A leading sports and entertainment organization sought to further its leadership position as a cutting-edge, fan-centric experience. The client sought to understand a fan’s journey across all touchpoints―from tickets to socializing to the game itself―to uncover opportunities to define short-term and long-term innovation opportunities.

APPROACH

As the project was a foundational piece of research impacting business units across the organization, it was important to capture perspectives from internal stakeholders, subject matter experts, professionals, and fans. Interviews couples with meta and trends analysis highlighted the current landscape and how disparate categories approach innovation for similar issues. Fan groups by segment collaborated with W5 moderators to build and refine a Fan Experience Journey Map to understand drives, influences, key moments, and pain points in the current experience.

RESULTS

W5 developed a fan-centric framework of the consumer journey, applying insights, opportunities, and challenges to key segments to provide short-term and long-term innovation ideas. Qualitative insights fueled hypotheses and opportunities while quantitative insights helped guide scope and immediacy for innovation to pursue.