The World of Changing Fan Behavior at ESPN

ESPN Research & Analytics spent more than two years
researching how to tailor SportsCenter
for its legions of devotees in a world of changing fan behavior. The project
was among the most extensive and expensive we’ve undertaken but also one of our
most impactful. In June 2014, ESPN opened a brand new SportsCenter studio as
well as implemented all kinds of new content and innovative features within the
show.

At TMRE last year, Barry
Blyn, VP Consumer Insights, at ESPN, Inc., told us about the strategy for this
project.
‘We work for an entertainment company. Everything we see and
do seems to involve some form of entertainment,’ he explained. ‘When we sit
down with our clients, we can’t sit down with white paper and black lines. We
need to do creative stuff in our deliverables, and we also need to do creative
stuff in order for them to want to come to the research.’
According to Blyn, the researchers who get you into trouble are
the ones that ones that pound their finger into your chest and say ‘No, the
data says this, so this what you need to do.’ That’s not the way the relationship
should work, he said.

Watch the full video
interview below:

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