Octagon’s Passion Drivers™ research programme provides us with unique insights into why fans love sport, music and entertainment. This knowledge of what motivates fans enables our clients to build truly engaging sponsorship and marketing strategies.
Beyond traditional understandingToday’s consumers are bombarded with messages in a cluttered, fragmented marketplace, meaning brands need to be increasingly innovative in the way they engage with their target market. As an industry, we have quantified everything we can about fans in terms of the ‘who, what, where and when’ – but this is not enough.
A genuine connection with fans
Passion Drivers™ is Octagon’s ground-breaking proprietary research programme. The first study of its kind, it assesses why fans love sport, music and entertainment. The deep insight it provides into fans’ passions enables brands to get inside the hearts and minds of their consumers.
A vast, intensive and ongoing research programme
A global initiative, the project covers 25 sports, 8 countries and over 25,000 fans. In the UK we have focused on music, London 2012, football, cricket, rugby, extreme sports, F1, golf and tennis.
Our quantitative and qualitative research has identified the specific factors that define fans’ emotional connection with sport, music and entertainment. The segmentation and analysis we provide, based on these different passions, enables brands to develop marketing and sponsorship programmes that resonate with their target consumers.
For more information, contact us