{"id":3507,"date":"2024-10-03T15:21:25","date_gmt":"2024-10-03T14:21:25","guid":{"rendered":"http:\/\/18.132.61.227\/?p=3507"},"modified":"2025-02-21T09:33:32","modified_gmt":"2025-02-21T09:33:32","slug":"how-we-helped-chelsea-fc-to-understand-fans-globally","status":"publish","type":"post","link":"https:\/\/jigsaw-research.strat7.com\/us\/case-studies\/how-we-helped-chelsea-fc-to-understand-fans-globally\/","title":{"rendered":"How we helped Chelsea FC to understand fans globally"},"content":{"rendered":"<h2 class=\"wp-block-heading\"><strong>Segmenting the modern football supporter<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The puzzle<\/strong><\/h3>\n\n\n\n<p>Chelsea FC is a club with big achievements, big ambitions and fans all over the world.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It knows these fans may have different needs and motivations, but may also have underlying similarities.<\/li>\n\n\n\n<li>It needed a way to understand its fans on a global level \u2013 to help with its communications and fan activities, without resorting to either one-size-fits-all or simplistic country-level campaigns.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The pieces<\/strong><\/h3>\n\n\n\n<p>We conducted an international segmentation of football supporters.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>We started with qual in UK, USA, Thailand and China<\/li>\n\n\n\n<li>Then we conducted 11,000 online interviews in 11 markets in 6 continents.<\/li>\n\n\n\n<li>We used the data from these interviews to build a robust and comprehensive segmentation.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>&nbsp;<\/strong><strong>The picture<\/strong><\/h3>\n\n\n\n<p>The segmentation has been adopted by Chelsea Football Club.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It\u2019s being used to inform the club\u2019s marketing and comms strategy.<\/li>\n\n\n\n<li>Importantly, it has been really valuable in understanding the difference between the UK and the emerging football markets.<\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>Segmenting the modern football supporter The puzzle Chelsea FC is a club with big achievements, big ambitions and fans all over the world. The pieces We conducted an international segmentation of football supporters. &nbsp;The picture The segmentation has been adopted by Chelsea Football Club.<\/p>","protected":false},"author":2,"featured_media":3557,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[5],"tags":[15,11,16],"class_list":["post-3507","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","tag-chelsea-fc","tag-consumers","tag-sport"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How we helped Chelsea FC to understand fans globally - Jigsaw Research<\/title>\n<meta name=\"description\" content=\"See how Jigsaw Research helped Chelsea FC understand their global fanbase through in-depth research and insights. 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