Case Study | Insight & Analytics
UNLIMITED currently run the SKIPPER project to map the size of the available markets for DAZN. Our first wave covered the established core DAZN markets focusing on appeal of the different sports rights mixes, fan types, brand saliency and market potential for DAZN.
We ran a large quantitative survey covering customers and prospects, mapping each of their key segments to provide rich insights around the drivers and barriers to conversion and wider sports consumption.
Rather than rely on claimed barriers alone we used a neuroscience-based technique to capture the implicit category drivers of subscription before mapping on the brand performance against these criteria.
By adding new layers of insight based on implicit reactions and behavioural science this is allowing DAZN to better tailor its marketing across all stages of the customer journey to the different segment types – ensuring the barriers to conversion are reduced.