Research in the new F1 Strategy
Formula 1 is a brand that most research professionals would yearn to work with. In 2017, the brand could boast half a billion fans worldwide, 21 races in five continents, and revenue of $1.8bn. It is rare that such a brand undergoes fundamental strategic change, but its purchase by Liberty Media in 2016 introduced a new fan-centric strategy, with every aspect of the business subject to re-interpretation.
The F1 Research and Insights Team was established at the start of 2017, with the aim of establishing a comprehensive consumer, media and brand research framework...