Behind the Cheering:How Understanding the Roots of SportsPassion Helped StubHub Score with FansPresented by:              ...
TODAY’S  take-aways     mobile video captures consumers’ moments of     fandom     more effective marketing messages based...
Questions as we go?Email us to sales@qualvu.comTwitter @QualvuTwitter @YoungChrisGirl                          QUESTIONS
The Ideal Consumer:   SPORTS FANS           Click here to watch the recording. Use code “Qualvu”
WHAT MAKES A FAN:PASSION                    Click here to watch the recording. Use code “Qualvu”
real fans.real passion.how StubHub explored the lifecycle of a sports fan                                         Click he...
reality of a sports fan   ?
Design & Approach Benchmark/                                     Season                                      Post - Season...
Total Time: 15:38:59
Output Click here to watch the recording. Use code “Qualvu”
in therecall         moment         Click here to watch the recording. Use code “Qualvu”
real momentsreal livesanywhere, untetheredTHETRUTH                       Click here to watch the recording. Use code “Qual...
true passions + in the    moment insightsmore strategic, accurate marketing messagesClick here to watch the recording. Use...
mobile video:beyond recall and into the momentthe value of a moment:capturing emotional connection with products is key to...
Thank you!    QUESTIONS?        sales@qualvu.com        Twitter @Qualvu    www.qualvu.comClick here to watch the recording...
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Qualvu and StubHub Present "Behind The Cheering: How Understanding The Roots Of Sports"

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How StubHub leveraged mobile video to put real fans at the center of their marketing strategy

Imagine your business is the center of your customers’ lives: they wear your logo, paint their faces to show enthusiasm, travel thousands of miles to be in your presence, exult in your successes and grieve in your failures. They seek out like-minded people and form instant friendships with other customers. When it comes to sampling your product, price is no object to them. Is this the utopian fantasy of a marketer? No. It’s the reality of sports. While understanding this passion is as easy as turning on our televisions, comprehending what goes into making true fans— who they are, what motivates them, how they are similar, how they differ, what creates this passion—has been elusive. Until now.

StubHub, which provides a convenient way to get tickets to games, and Qualvu, which leverages mobile video to provide companies with a 360-degree view of their customers, teamed up to go beyond creating imaginary versions of target groups to instead create actual video stories of NCAA fans that enabled StubHub to better achieve its marketing goals.

At this webinar, attendees will learn how StubHub and Qualvu studied the full lifecycle of a fan’s sports season experience through mobile video, from the discovery and sharing of season events, to ticket access, to planning and coordinating with friends, to the “before and after” season experience. Attendees will learn what StubHub and Qualvu did with this information to craft more effective messages based on video consumer stories.

Presented by:

œShelley Krasnick • Managing Director, Research & Insights, Qualvu
œChristine Young • Senior User Experience Researcher, StubHub

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  • IntroductionChris to introduce ShelleyShelley Krasnick leads the Research & Insights Team at Qualvu. Shelley has a successfully proven ability to build and maintain client relationships, as well as manage internal teams. Her job is to create a solid foundation to ensure that her team meets clients’ needs and objectives through rich, insightful research. Shelley started her career working with Lieberman Research, Inc, and since then has held research positions at The Coca-Cola Company and Microsoft, where she executed both qualitative and quantitative research initiatives.Shelley to introduce ChrisChris Young is the User Experience Research director at StubHub.  She’s spent the past 2 years building a successful practice of User Experience Research at StubHub that is central to not only to the product development folks, but to every department within the company.   Prior to that she started her own freelance User Experience consultancy where she advised Wal-mart, Universal Studios and the Shoah Foundation on creating digital experiences that users would enjoy.  Before that, Chris spent 5 years at a the award winning interactive agency, Questus, where she consulted with the big brands like Disney, Hallmark, and Verizon on the early years of the impact of user experience.   I’ve been working closely with Chris over the past two years and the project we’re discussing today is really a culmination of the work Chris has been doing – all to the goal of getting StubHub closer to their target.It has been really valuable to work with Chris to go beyond ticket buying to understand the key touch points for fans
  • Chris:The whole reason we did this study was to reinforce what we already knew about fans; this was a way to bring those fans to life and better understand the nuances of their behavior – so that we could better market to them.Shelley: Now that you have some background, we are going to walk you through the process we went through to bring those fans to life. To do that we knew we had to understand the full lifecycle of a fan’s experience – from the time they become a fan, to pre-season, mid-season, and post-season. And leveraging mobile video, we empowered people to not only tell us about these experiences, but show us – bringing the fan to life like never before. In today’s webcast, we are going to highlight how mobile video captures consumers’ moments of fandom; how capturing video consumer stories helps drive more effective marketing messages; and finally, how all of this played into the StubHub case study.
  • Shelley:(Just read the screen)or tweet us @Qualvu or @YoungChrisGirl on TwitterWe’ll answer a few questions at the end of the Webinar and make sure to follow up with all of your questions following the presentation.
  • Chris:This was the perfect case study for us, because – as you saw in the lead in to webinar – the fan is an ideal person to market to today: your business is at the center of their lives; they wear your logo; they exult in your success and grieve in your failure; their loyalty to you is absolute. And since our target audience is the fan, our goal at StubHub is to get into the lives of our most valuable customers, in the moment, so that we can better understand their fandom and meet their needs.
  • Shelley: So what makes a fan? Passion. And this is why it is important to connect consumers with that passion. Because we all know that when someone is passionate it will come through in a multitude of ways. Passion stirs up all sorts of emotions and behaviors – whether that be shaving your head with your favorite brand logo; wearing your team’s colors every day leading up to a game; or crying at your team’s loss.
  • Chris: Intro:We are fan-centric at StubHub. And that is the reason we did this study: to better understand behavior of fans – before, during, and after theseason as it happens to them in their natural environment – using the tools they already have in their hands (mobile devices).
  • Chris:Objective:We actually already have a ton of data on the reality of a sports fan, because we’ve done extensive research on the sports fan. But what we really needed to do was better understand the why behind the fandom. At StubHub, we know fans on both a business and personal level – because we are all fans ourselves. But we really wanted to develop a 360 degree view of the fan – to understand them on a deeper level. And that is why we partnered with Qualvu.
  • Shelley: Let’s talk about how we set up our study. In order to capture our 360 view, we set up a system of recall and ethnographic assignments over the span of the season. Any Qualvu study is structured into assignments – it allows us to control the flow of the conversation as respondents need to respond to one assignment before they are introduced to the next one. This makes it possible for me to take someone through a series of exercises that go from general to specific – and more importantly, ensures we’re asking questions in a scope and manner that will inspire rich responses throughout the project. The example you see here is for College Football. We broke this project into a series of phases. The first phase, which you see here to the left, was to understand how we got to where we are today. So we asked about the history of becoming a fan – this could include regional affiliations, alumni affiliations, family affiliations, etc.. We then asked a series of questions to understand what it means to be a fan – including questions to understand behaviors and attitudes as they relate to a typical (and/or) last season. That gave us a great portrait of what type of fan these respondents were – and gave us a landscape upon which we could bring our fans to life. The middle portion of this diagram occurred over the span of 7 weeks. Each week, we asked our fans to capture anything that they did (big or small) that related to being a fan. This could be something as small as checking the score on your phone, or Facebooking your friends about the game. And it could be something as big as designing a tailgate (or, as we mentioned earlier, dying your snowman team colors). Whatever the activity, fans were asked to share it with us using their webcams. As you can imagine, we were privy to a lot of unique fan activity.We took a brief pause from this at Week 5 – partly to give our fans a little respite, partly to allow us to probe on some things we’d seen coming to light in our first week of the project. We also used this to set up a collaborative exercise, however. Anyone who knows sports knows that smack talk and competition are an integral part of being a fan. I used this opportunity to open up this exercise to the entire group – this is where the competition truly came to life, I can assure you these fans are not afraid to tell us what they think about the competition. I’ll also admit I had an ulterior motive with this exercise – I wanted to ensure these respondents they were not alone in this project.Finally, we had our reflection exercises. This was an opportunity to talk to fans about the season – and catch their thoughts, beliefs and behaviors as the season came to an end. We also used this opportunity to ask about some ideas or innovations we had in mind. You can imagine that we had plenty of time to discuss what we were seeing over the duration of this project – so this was an opportunity to throw some ideas into the mix and see whether they were of interest to this group.
  • Shelley:This is an actual screenshot from our portal for this same project. What you see to the right of each assignment is the total amount of video that we collected for each exercise. We had 27 respondents in this project (across our major conferences) – and collected a total of (just over) fifteen hours of video. Imagine how much video you would collect if you had these respondents in a facility or followed them around with a camera. Not even close – and I guarantee you, nowhere near as powerful. I’ll let Chris speak to you more about our deliverables – and how StubHub is using this information. I can ensure you it’s equally powerful.
  • Chris:By letting sports fans capture these moments of truth longitudinally – we were able to capture them at every stage of the fan experience – including the highs and lows that come with wins and losses; the disappointment at a season’s end; and the excitement at a season’s beginning. By having participants check in every week, over an extended period of time, and respond to a number of video assignments that explored everything from becoming a fan; to the typical season; to ticket coordination; to the overall season reflection – all via one platform – we developed a deeper perspective into the sports fan. It gave us the experience of being on the field, without actually having to be there.To top it off, Qualvu then prepared a video report, infused with the voices and faces of our target audience (sports fans), and an end-project analysis and debrief call in which Qualvu research strategists and analysts worked collaboratively with us to deliver consumer video stories, along with a summary of findings that outlined implications and opportunities based on identified themes that were revealed during the study. StubHub was then able to leverage this video report to develop vivid infographics and share these insights with internal teams and new hires to really immerse them in consumers’ “fandom”
  • Shelley: This is why Qualvu’s methodology is really valuable – because it captures the consumer in the moment – powerfully combining both recall and in the moment. And using video gets us richer insights all around.In the moment, you capture people tailgating, watching the game on their couch, grieving after a loss, even dying their snowman their team colors – and that is the power of being in the moment.Relying on a combination of in the moment and past experiences, you can develop a 360 degree view of the consumer: from the history behind their passion to how their behavior manifests in the moment – we can understand the whole fan
  • Shelley:Mobile is a key component to capturing this experience. This truly enables us to capture each of these moments – wherever they are, wherever they go, they can use mobile cams or even a smartphone app. Mobile gets you there: it takes you from anecdote to real life. It lets us be there without being there; but most importantly it brings the fan and his/her surroundings to life. Think about that – we experience the noise, the energy, the weather, etc. Mobile goes beyond perception to get you into reality. We can watch and listen in the moment as moments of truth naturally unfold.Chris:Yes, you’re capturing this research, but its really them sharing it with you – out of a focus group and in the moment as its happening to them. And at StubHub, that is truly exciting to us.
  • Chris:Leveraging mobile video to uncover true passions and in the moment insights helps businesses develop more strategic and accurate marketing messages that more accurately and effectively target the consumer. Fandom is an intangible, emotional process – so the more we can understand that the better we can market to them.
  • Wrap Up:Shelley:Using mobile video enables us to truly bring these fans to life – capturing fan moments as they occur and identifying these true moments of passion. Chris:And the value of this is that capturing these moments of passion and connection is key to understanding fandom
  • Transcript of "Qualvu and StubHub Present "Behind The Cheering: How Understanding The Roots Of Sports""

    1. 1. Behind the Cheering:How Understanding the Roots of SportsPassion Helped StubHub Score with FansPresented by: Shelley Krasnick Christine Young Managing Director, R&S Director of UX Research, Qualvu StubHub Click here to watch the recording. Use code “Qualvu”
    2. 2. TODAY’S take-aways mobile video captures consumers’ moments of fandom more effective marketing messages based on video consumer stories a case study: the full lifecycle of a fan’s sports season experience Click here to watch the recording. Use code “Qualvu”
    3. 3. Questions as we go?Email us to sales@qualvu.comTwitter @QualvuTwitter @YoungChrisGirl QUESTIONS
    4. 4. The Ideal Consumer: SPORTS FANS Click here to watch the recording. Use code “Qualvu”
    5. 5. WHAT MAKES A FAN:PASSION Click here to watch the recording. Use code “Qualvu”
    6. 6. real fans.real passion.how StubHub explored the lifecycle of a sports fan Click here to watch the recording. Use code “Qualvu”
    7. 7. reality of a sports fan ?
    8. 8. Design & Approach Benchmark/ Season Post - SeasonTypical Season Week 1 Weeks 2 - 8 Week 9Becoming A Fan Weeks 2 - 4 Key moments of Fan Passion Overall Season ReflectionSpending Habits Other Members of Family/Household Typical/Atypical Weeks 5 ExperiencesTypical Season Big Game/Selling Tix InnovationLast Season Regional Fans/Away Games Follow upCommunication and Taglines (Collaborative)Coordination Weeks 6-8 Key moments of Fan Passion Click here to watch the recording. Use code “Qualvu”
    9. 9. Total Time: 15:38:59
    10. 10. Output Click here to watch the recording. Use code “Qualvu”
    11. 11. in therecall moment Click here to watch the recording. Use code “Qualvu”
    12. 12. real momentsreal livesanywhere, untetheredTHETRUTH Click here to watch the recording. Use code “Qualvu”
    13. 13. true passions + in the moment insightsmore strategic, accurate marketing messagesClick here to watch the recording. Use code “Qualvu”
    14. 14. mobile video:beyond recall and into the momentthe value of a moment:capturing emotional connection with products is key to understanding consumer fandom
    15. 15. Thank you! QUESTIONS? sales@qualvu.com Twitter @Qualvu www.qualvu.comClick here to watch the recording. Use code “Qualvu”

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