Populus Data Solutions and technology partner MindProber have produced a data solution to allow Formula 1, one of the world’s most famous sports brands, to improve fan engagement with races. F1 needed a solution that could eliminate post-rationalisation, and that would deliver in-the-moment, implicit responses, in order to optimise their content.
The biometric data solution allowed F1 to capture real-time engagement in a non-intrusive way for testing long-form content. The result of this was the world’s first ever in-home biometric study of a live F1 race. The solution gave F1 insight into viewers’ engagement with both on-track action and the live feed.
Using this insight, F1 has been able to optimise future broadcasts in order to effectively engage viewers. The implicit methodology allowed F1 to bypass rational deliberation to get the in-the-moment, true opinions of respondents while watching an F1 race. By using a passive tool to measure engagement, we delivered a data solution that allowed F1 to identify the most important factors in a race, how these affected satisfaction levels among viewers, and how to improve it.
“The research provided us with a far more detailed understanding than we could have imagined of how viewers engage with a race. Above all, for the first time ever, we can use this data within a true data science environment deploying techniques such as machine learning to inform us of the path to better fan satisfaction. The value of the research is clear, and we’re very keen to build a bank of knowledge about our fans’ engagement so that we can move the sport forward in the right way.”
Chief Technical Officer at F1