In a recent post I gave a preview of some perspective I had gotten from some fieldwork we were doing at Northstar on the cultural context of Hockey for Canadians:
The purpose of this work was to prove that, when it comes to reaching sports fans, understanding the context of spectatorship and “fandom” is critical to truly effective media messaging and reach.
You can learn so much by taking the time to incorporate the study of context into any strategic research initiative. In this case, we were able to use our contextual exploration to not only create a remarkably robust quantitative assessment tool, but to inform the hypotheses that would bring to light some truly new insights.
I am proud of our team and we are proud of this work. Here are some of the headlines, courtesy of Yahoo Finance:
- A Brand Sherpa In The Midst of Hockey Fans in Canada (thebrandsherpa.wordpress.com)
- Being a good sport is very VERY Canadian (thenarcissisticanthropologist.com)