Lancaster Research (now Designsensory Intelligence) has been a trusted marketing partner with Bristol Motor Speedway and Dragway for nearly a decade. A relationship that began as a way to better understand and improve the fan experience, has led to a number of fun projects in past years — with many more to come.
Through a sports service offering known as Ignite Fan Insights, our team has developed a deep understanding of race fans’ perspectives before, during and after an event. These insights give us the distinct advantage of creating more meaningful campaigns and messaging. (Be sure to read more about those in our other Bristol Motor Speedway projects.)
With qualitative and quantitative data, we’ve directed the focus on first-time fans, identified opportunities for improvement with volunteers, recognized the impact that bad weather has on future purchases and more. We accomplished all of this by putting the fan first—an ideology that the Bristol Motor Speedway and Dragway team lives by.
Before they even make it into Bristol, we begin a dialogue with fans. As strategic partners, we are able to conduct research with focus groups and surveys on and off site. During these intercepts, fans share their joys and sorrows, if they’d change anything, what motivated them to visit the track and more.
Designsensory’s research varies from month to month, and it doesn’t always involve formal questioning. Our team will often use something as simple as a pair of sunglasses that records a fan’s experience at the World’s Fastest Half-Mile. It’s an honest way to share the good and bad with our partners at Bristol Motor Speedway. Through our initial findings, we were able to classify fans as Freshmen, Sophomores, Juniors and Seniors. Freshmen visitors are considered first-time race goers, with Seniors attending ten or more races.
From birthday trips to marriage proposals, a race at Bristol Motor Speedway is a milestone for many. Designsensory’s marketing efforts aim to keep fans coming back.