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

Mitra Powell, Tim Bulley and Damien Reid

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...

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