Qualitative focus groups are most helpful in understanding the dynamics between sponsorship and consumer behavior, and can be invaluable when testing a new sponsorship strategy and activations.

Focus groups bring you closer to fans, giving you insight into the emotional triggers and passion points that can turn an everyday sponsorship program into an extraordinary one.

Using qualitative sponsorship research, Performance Research has helped advance sponsorship from a simple advertising medium to something more relevant-- one that can touch the hearts, minds, and loyalty of consumers.