2. Canucks Sports & Entertainment
Owns and operates the
Vancouver Canucks, the
Vancouver Warriors and the
Vancouver Titans
Owns and operates the
Rogers Arena
A premiere sports and
entertainment company in
North America
6. Challenges in traditional fan engagement
REACH
Traditional research
fails to engage
younger groups
RECALL
Post-event surveys
fail to capture feedback
in real-time
RELATIONSHIP
Bad survey experience
hurts our relationship
with fans
7. Rethinking research
Chat Lab allows you to:
- Reach the right people in-
the-moment via SMS and
Facebook Messenger
- Create conversational
chats (rather than
surveys) that deliver a
much better experience
- Build an always-on
community you can
engage for quant and
qual studies
8. How we recruited 5,000 fans to join the community
• Leveraged the Canucks’ highly
engaged social media community
• Used chats to engage people
on messaging platforms rather
than using emails
• Offered the right incentives
9. The Canucks Fan Chat
Roughly 3 in 4 are men
45% are under the age of 30
Typical response rates
50% to 70%
5,000 fans at launch
Established in 2017
14. Research Wins
Chats are fun and engaging
and reflect the Canucks brand
Ability to include new questions
quickly and get answers in a
matter of minutes
High response rates
EXPERIENCE
AGILITY
ENGAGEMENT
15. Business Wins
Ability to hear both
positive and constructive
fan feedback
Improved fan
experience
Actionable insights
17. Key takeaways
1. Be mobile-first.
2. Rethink your survey-based emails.
3. Capture insights in-the-moment.
4. Think of the research experience as an
extension of your brand.
5. Do something about your insights.
