2017-18 has been a revolutionary and exciting time for Formula One. Acquisition by Liberty Media has triggered gargantuan change, not only in its new leadership, but also through re-launch of the F1 brand. There is a rejuvenated focus on connecting with audiences, across multiple markets and all media channels.
Key to this change has been repositioning research as central to strategic decision making, across international markets. On assuming his role as F1's new CEO, Chase Carey highlighted F1's previous lack of research as a key challenge to overcome and set clear direction for audience insight to become central to international decision making going forward. A new research function was formed and a powerful programme of research was built in partnership with Ipsos Connect, reporting directly to the Executive Board.
The over-arching vision was to achieve a deeper understanding of audiences across international markets, and to identify opportunities for growth amongst audience groups, across all media platforms. There was also a key desire to build relationships with international partners, including sponsors, race venues, and constructor teams, by showcasing F1's audience understanding and the value of that audience to each of those teams.