On Tuesday 19th February, Formula One and Goodform claimed the award for ‘Best Custom Media Research Project – Media Owner for their F1 Fan Voice entry at the Mediatel Media Research Awards (MMRA’s) 2019. The MMRA’s, now in its fifth year, celebrates world-class innovation in survey design, creativity in data communication, insight and research effectiveness.
Among the winners at the lunch were Wavemaker UK, ITV, Channel 4 and Newsworks, with Thinkbox taking the Grand Prix prize. In a particularly competitive category, both Goodform and F1’s delivery of in-depth audience understanding, and global fan engagement within the platform saw them come out on top at the awards.
F1 Fan Voice launched in April 2018 based on a need to better understand fan attitudes and behaviours to inform a fan-centric marketing strategy.
Delivering a wide array of insight across the business, F1 Fan Voice has provided the much-needed vehicle to deliver several projects focused on broadcast and media including F1 TV (F1’s OTT streaming platform), TV coverage and on-screen graphics. A tracking survey is used to get feedback on F1 TV after each race, with the product team tweaking the product throughout the season based on fan feedback. Additionally, the platform has provided F1 with a 360⁰ approach through the blogs and forums, with F1 TV forums allowing fans to post feedback directly to the product team. Additionally, on-screen graphics for the 2019 season have been revised following fan feedback via an online survey and a world-wide programme of online focus groups conducted by the Goodform team.
Speaking at the awards, judge Denise Turner, Insights Director at Newsworks, stated: “The project cleverly used innovative research techniques at scale, and the results have been embedded into the ongoing development of F1.”
Commenting on the win, Alexandra Kyrke-Smith, Goodform’s Head of Research & Insight, said, “It’s great to see F1 Fan Voice recognised for excellence not just within sport but in the media industry more widely. We work closely with F1 to ensure that the research carried out via F1 Fan Voice is actionable, and directly impacts across different areas of the business. It’s been a particularly important platform in relation to F1 TV and we’re looking forward to building on this in the 2019 season.
Matt Roberts, F1’s Global Research Director added, “The ability to get fast-turnaround feedback from such a large number of fans via F1 Fan Voice has enabled us to take fan views into account where we weren’t able to previously. The feedback on F1 TV and our broadcast feed more generally that we receive has become an integral part of how we continue to evolve and improve these for fans. We’re delighted to have beaten some strong competition to win at the Mediatel Media Research Awards and see our hard work acknowledged!”