Situation:
The Chicago Cubs wanted a full Research Program that included the following studies: Attendee Profile, Fan Experience, Media Consumption, Sponsorship, Fan Satisfaction, and Season Ticket Holder Profile.
Analysis:
Fan intercepts were conducted throughout the baseball season as well as online studies with the Cubs’ emails database, ticket sales data analysis and geographic mapping.
Result:
The Chicago Cubs were able to get a clear picture of who is attending, where they are coming from, how they are being reached with marketing, how they are purchasing tickets, how their overall experience at the park is, what the impact of the sponsors are, and how they follow and keep up with the Cubs.
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