Case Studies

How Major League Baseball Doubled Fan Research Without Increasing Costs

by Kimberly Smith Case study published on 1/8/2008 at MarketingProfs.com

Each year, when Major League Baseball's postseason culminates with the World Series in October, all eyes are on the MLB—or are they? With most teams out of the running, do those teams' fans actually continue to watch? Are the time and resources invested in marketing such high-profile events worthwhile, or even in tune with fans' true passion for the game?

Such insight used to be financially infeasible for the MLB's Senior Director of Research Dan Derian. But the introduction of an online advisory panel in late 2006—dubbed the "MLB Fans at Bat" and made up of avid supporters from all over the country—has allowed the organization to successfully double its research efforts.

Moreover, it helped make the 2007 postseason far less ambiguous, answering not only which fans tuned in but also whether (1) Dane Cook was a good spokesperson; (2) the message was communicated clearly; (3) and the overall creative material was on target.

Posted on May 9, 2008
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In 2006 a major American telecommunications company developed a custom online panel to stay connected with the rapidly changing market and consumer environments.  Their panel, called the “Digital Town Hall” allows the company to speak with thousands of customers on an ongoing basis about new technology, viewing habits, new services, advertising/ promotions, or any timely topic relevant to its consumers.

Posted on April 3, 2008
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Banana Republic’s Panel of Fashion Insiders

In January 2006, Banana Republic launched a custom online panel of loyal customers called the Insiders.  The profiling questionnaire incorporated segmentation to build a panel that was representative of the target market with a heavier focus on those that are more fashion engaged. Within two months the company had thousands of panelists ready to discuss the latest fashion and trends.

Posted on February 21, 2008
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Meriter Health Use Panel To Get The Right Info ‘Stat’

When a new CEO started at Meriter Health, there was a push to rename the hospital as a medical centre which caused a lot of debate. The Meriter Health custom panel put an end to the debate and showed that changing the name would confuse a lot of people. The CEO was able to confidently keep the name ‘hospital’ and save thousands of dollars in the process.

Posted on February 19, 2008
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Snack Alliance, From Ad Hoc Study To Custom Panel

Try it once and you can’t stop.   This was the reaction of Snack Alliance, a premium snack company, who did one ad hoc interactive survey with consumers and found the experience so insightful, they decided to build a custom online panel and engage their consumers in an ongoing dialogue using surveys and forums.

Posted on December 28, 2007
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