Sports fans make up one of the largest consumer audiences with over 15 million Australians identifying as sports fans, which is a lucrative audience for many products and services. As marketers we are constantly looking for ways to secure a greater share of the fan wallet by influencing the audience along the purchase decision making journey.
TLA have partnered with Neuro Insight to uncover what really drives fan behaviour and brand equity.
As an industry, we rely on claimed behavioural research to help us better understand the audience and identify trigger points. This approach whilst important, only allows us to understand 5% of what is driving fan behaviour. Neuro Insight unpacks the invisible driver of fan behaviour, the subconscious – where 95% of decision making takes place.
The research also demonstrates that when brands embed in-game advertising the gate way to shared equity begins.
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Source: Neuro Insight & TLA – Decoding the Fan Research Study 2021 | Gerald Zaltman – Harvard Professor