Formula 1 had recently released the second series of their Netflix show ‘Drive to Survive’ and were interested to know about attitudes and opinions related to the sport, and in particular the impact of the show on people who were either only casual fans or non-fans of F1.
OnePoll offered to run market research in the form of an online community to explore these issues, as well as finding out about fans relationship with the sport as a secondary aim.
An initial pilot survey was conducted to collect a sample of willing respondents, ensuring that they had an interest to take part in the community and would be active engagers, as well as an interest in F1. Once a sample of 70 respondents was determined, OnePoll set about building the tasks for the online community in collaboration with F1 to ensure a range of topics and different task types.
During the community, respondents were given 2 tasks each day (one in the morning and one in the afternoon) over the course of 6 days, with 2 moderators from the OnePoll team checking in on respondents, replying to their comments and prompting them for more information along the way. These tasks included simple open text questions, as well as picture uploads on topics, and even creating a mood board using built in software to really get a picture of what they felt. Respondents were also able and encouraged to comment on each other’s posts which was used to facilitate debate and grow deeper insight.
The results were analysed by OnePoll to pull out the most useful and relevant quotes and insight from respondents and determine general themes within these. These were built into a report which displayed F1 fans have a lot of enthusiasm for the sport and strong memories associated with it. Family, patriotism and Iconic moments were key themes drawn from those memories with one respondent stating “My best F1 memory is when Lewis Hamilton won his first title. Having not seen a British person ever win the title before I felt very proud and patriotic. It also played a part in increasing my interest in the F1.”
The project revealed that ‘Drive to Survive’ was a popular / appealing show, even among casual fans with 92% of those that had watched the show rating it 4 or 5 stars. Many also agreed that it had made them more interested in F1 as a result.
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