Partnership Overview

Learn how NASCAR gathered, cut and analyzed fan and non-fan input at scale to guide its in-season tournament launch strategy with the help of Knit

Partnership Overview

As part of its strategic initiatives for 2025, NASCAR aimed to introduce an in-season tournament, a significant departure from its traditional scheduling. To ensure the success of this novel approach, NASCAR sought to understand the level of interest and engagement potential among both fans and non-fans.

To achieve this, NASCAR partnered with Knit to leverage Researcher-Driven AI to gather impactful quantitative and qualitative insights fast. The goal was to gauge interest in the in-season tournament, identify key elements that resonate most with respondents, and understand the potential barriers to engagement. Additionally, NASCAR wanted to explore the impact of the tournament on overall fandom, including interest in attending and watching future NASCAR events, both in person and online.

In order to efficiently craft a targeted strategy for the tournament's release maximizing engagement and participation, each respondent was asked to:

- Provide significant layers of qualification and segmentation including NASCAR fandom, broadcast/streaming behaviors and more

- Identify familiarity and perceptions surrounding other major sports tournaments and their impact on fandom

- Identify awareness, perceptions, and interest surrounding NASCAR’s upcoming in-season tournament and its potential impact on fandom

950

Total Respondents

5

Day Turnaround
(Study Design > Report)

In order to effectively deliver actionable insights to the NASCAR team, Knit delivered on a significant quant + OE respondent pool in a matter of days.

Study Impact

Through the quant & qual research, NASCAR was able to:

  • Identify segments with the highest interest for NASCAR’s in-season tournament alongside reasonings for and against
  • Inform unique strategies across numerous segmentation criteria including fandom level, age, geographical region and more
  • Collect qualitative suggestions to drive additional interest of NASCAR’s in-season tournament

With a rich understanding of fan and non-fan perceptions of NASCAR’s in-season tournament, NASCAR’s insights team was able to inform strategies to better guide marketing and broadcast initiatives ahead of its in-season tournament on a tight turnaround.

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