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...