Editor's note: If you’re an end-client researcher and interested in participating in a Q&A with Quirk’s, please e-mail me at emilyk@quirks.com.
Derek Thomas
Senior Director of Sponsor and Fan Insights, NASCAR
What is your favorite research methodology?
There’s something special about hearing directly from our audience in their own words, and so I would say focus groups! We’ve done several of these over the years – including traditional and online.
One of my favorite projects has been exploring a potential change in how we determine the champion of our premier racing series each year. For decades, NASCAR had determined the champion based on the number of points accumulated across the entire season. With the increasingly competitive sports and entertainment landscape, we wanted to learn what people thought about potentially introducing a system in which there would be elimination rounds toward the end of the season. The rationale was that there would be more storylines that would help maintain a high level of excitement for NASCAR at a time of year when there are multiple sports in season. The feedback – specifically how we could improve the concept – ultimately resulted in the successful implementation of The Chase – now known as The Playoffs.
What advice would you give to a researcher launching their first focus group?
If possible, start by finding a coach or a mentor – someone who is an expert and eager to see you and the project succeed. This individual may or may not be directly involved in the project but ideally would be available throughout the process to answer questions and share constructive feedback.
When it comes to launching the project itself, listen carefully to what the challenge or opportunity is and ask questions about it. Take the time to write down your understanding and share with the business unit seeking guidance to learn their reaction. Is your interpretation correct? How might you fine tune it? Are any details missing? Remember that your role is to become a trusted advisor in a business decision; understanding the specific objective will serve as the foundation for the research.
Select a moderator who knows enough about the subject to be viewed by focus group participants as authentic and interested, but not too much that they have deep-rooted opinions that could unintentionally skew the conversation. Be relentless in ensuring the candidates for participation in the focus groups represent the audience needed for insight. Actively engage in the development of the discussion guide, paying special attention to the use of language. Involve the business unit seeking the insight throughout the process – including an invitation to the focus groups – as it will give them a chance to have ownership in the project, hear directly from the audience and help implement appropriate steps after.
Can you share a recent win for your team and what you learned from it?
NASCAR is constantly seeking ways to innovate. Examples include the integration of several tracks starting in 2019 to make it easier for sponsors to get involved in the sport, the launch of a new sponsorship model in 2020 to elevate the stature of our four Premier Partners and the introduction of a new race car that will begin competition in 2021.
Another enhancement to the sport is the racing schedule for 2021 and beyond. Leadership asked us to conduct a comprehensive study on the topic – focusing on where to race, how long to race, the types of tracks to race – and take into consideration feedback from various stakeholders within the NASCAR industry, such as fans, race teams and auto manufacturers.
While we certainly gained insight into the preferences of the various stakeholder groups, we saw firsthand how research was being used to inform strategic business decisions. Through the process, we learned the importance of proper planning, the importance of involving the appropriate individuals from the beginning and the importance of being agile in conducting follow-up research. It was very much an iterative process that led to actionable insights!
Do you have any tips for researchers looking to educate their non-research partners on ways to conduct interviews and engage with consumers?
Do your homework. Know why you are asking people for their time and input and how it will inform a business decision. For example, create a list of reasons why consumers may and may not like your product or service. Share these reasons with others internally to make sure the lists are as comprehensive as possible. It will only be after doing this that you will be prepared to examine each reason at a deeper and more meaningful level with the true subject matter experts – the consumers.