FOX Sports used Focaldata AI to find the fans that mattered most

FOX Sports was preparing to launch a high-profile marketing campaign for a newly acquired sports property. The team was tasked with identifying the ideal target audience and determining how to communicate the sport’s unique appeal in a way that would resonate with both existing fans and potential new viewers. The challenge required a deeper understanding of the fan base and the elements that made the sport compelling in a short timeframe.

To help inform the campaign strategy, the team used Focaldata AI to run 150 semi-structured interviews across three waves with carefully selected audience segments. This approach allowed for iterative exploration of key hypotheses and the flexibility to investigate other questions as insights emerged during the planning process. 

Using targeted screeners and a structured discussion framework, the research uncovered how different audiences engaged with the sport, what aspects they found most exciting, and what barriers to entry might exist for sport fans.

Focaldata’s AI co-worker was able to synthesize the responses very quickly and within just two days of launching we were able to validate existing theories as well as get clearer direction on our creative execution through fan-driven language.