Marketing-research best practices from ESPN

This event report outlines how the marketing-research department at ESPN, the sports broadcaster, ensures its output achieves the maximum possible impact.

Marketing-research best practices from ESPN

Geoffrey PrecourtWarc

How do marketing-researchers get their insights and stories out into the marketplace of ideas?

"At ESPN Consumer Insights," Barry Blyn, the broadcaster's vp/consumer insights, explains, "we do research to know, not research to show. We will certainly talk to you about your diamond-glowing product and all its equities. But, at the same time, we will show you blemishes, too. That's the way we roll."

Moreover, Blyn told a "Coloring Outside the Lines" audience at the Advertising Research Foundation's (ARF) Re:Think 2015 conference in New York, it's not just about what you...

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