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.