ESPN

Back to case studies listing

Customer research

ESPN wanted to speak to customers at a live Aviva rugby Premiership game.

The aim of the research was to understand what they think about the ESPN coverage and how it could be improved.

We conducted c. 150 interviews with ESPN viewers at the Gloucester vs. London Irish premiership game. Interviews lasted between 5–7 minutes and a cross section of the crowd were included. This quantitative research allowed us to reveal what issues are important to ESPN customers.

This was augmented by qualitative Vox Pop interviews that helped better understand how respondents were feeling about the ESPN coverage.

We were able to understand what respondents like and dislike about the coverage of Premiership rugby on ESPN. The results showed a good recalled attribution of the sponsor to premiership rugby and there was a good brand fit between the two.