F1 racing for insights - defining connections between F1 racing readers and sponsors in Formula 1

The article describes a research project for F1 Racing magazine. Qualitative research was done in six markets, followed by a quantitative study on the magazine’s reader panel.

F1 racing for insights – defining connections between F1 racing readers and sponsors in Formula 1

Mitra PowellVeritas Research Ltd, United Kingdom

INTRODUCTION

The aim of this paper is to provide a very truncated look at an international research project done on behalf of F1 Racingmagazine – a magazine dedicated to all things Formula 1 and published in 28 markets. The paper illustrates an innovative combination of research methodology and provides a brief insight into the profile of the F1 Racing reader in established and emerging F1 Markets, as well as attitudinal and demographic differences. The research...

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