The Challenge

The Detroit Lions sought to improve fan engagement and increase attendance at games by better understanding fan preferences, attitudes, and expectations. With a diverse fan base, the team needed insights into the emotional drivers behind fan loyalty and how to enhance the overall game-day experience.

Our Approach

Clarity Research Group worked closely with the Detroit Lions to design and facilitate a series of focus groups, utilizing both seasoned fans and first-time attendees.

1. Focus Group Sessions
   Conducted multiple in-person and virtual focus groups with fans from varying demographics, including long-time season ticket holders and casual game-goers.
2. Guided Discussions
   Explored topics such as fan satisfaction, stadium amenities, team performance, and marketing communications.
3. Emotional Insights
   Focused on uncovering emotional connections to the team and identifying factors that influence loyalty, game attendance, and merchandise purchases.

The Results

The focus groups revealed several key insights that helped the Detroit Lions refine their fan engagement strategy:

• Game-Day Experience
  Fans valued enhanced in-stadium entertainment, such as live music, interactive activities, and better food options.
• Brand Loyalty
  Emotional connections with the team were strongly tied to community involvement and outreach programs.
• Marketing Messaging
  Fans preferred a more authentic, inclusive approach in the team’s communications, focusing on family-friendly experiences and celebrating fan stories.

The Impact

Armed with these insights, the Detroit Lions implemented several changes, including improved game-day events, targeted marketing campaigns, and increased community engagement. These initiatives led to a 15% increase in game attendance and a stronger emotional connection between the team and its fans.

Partner with Us

At Clarity Research Group, we can help you engage your audience more effectively by uncovering the insights that matter most. Contact us today to learn more!