Situation
Futures were commissioned by one of the world’s most popular rugby league clubs to perform a segmentation and describe the client fan base in insightful and actionable terms, including attitudes and behaviours.
Futures Approach
We performed factor analysis to identify the factors which best described respondents, and then clustered them into five fan base segments. For each segment we profiled demographics, preferences and behaviours.
Outcome
The analysis delivered a robust and enlightening set of segments that can now be used to enhance the CRM approach and inform strategic decision making. Furthermore, insights will help inform relevant activations by sponsors pertinent to target segments.