Sport Consumption and Experience Design

Sport Consumption

• Consumers experience sport differently than typical product consumption.
• Individual consumers assign different values and meanings to similar sport products and experiences.
• Sport provides a range of emotions and passion for consumers.
• There's an element of uncertainty in sport, especially with outcomes.
• Consumers engage with sport organizations throughout an extended period with various interactions.

Sport Experience Design (SX) Framework

• This framework helps capture and illustrate why sport consumption is distinct.
• It focuses on the intersection between the sport organization (e.g., the Boston Red Sox) and the sport user (e.g., fans).
• This intersection is called the sport context, the environment managed by the sport organization that the consumer navigates throughout their sport consumption experience.
• Each individual consumer has unique personality, demographic characteristics, needs, and wants that influence how they consume sports.

Sport Experience Blueprint

• Used to map out touchpoints consumers experience.
• Touchpoints are interactions before, during, and after buying and using a sport product.
• Can be simplified by identifying key touchpoints for all consumers or a targeted segment.
• Touchpoints are usually controlled by the sports business, but can include interactions beyond their control (e.g., mass transit, social media).
• Insight can be gained by analyzing customer satisfaction with interactions.

Example of a Sports Consumer Experience Blueprint - 10km Running Event

• Blueprint includes pre-event, day before, race day, and post-event stages.
• Key touchpoints at each stage are listed (e.g., registration, signage).
• Research can be conducted at events through observation, interviews, and online surveys.
• Internal data can be used to evaluate key interactions.

Benefits of the SX Framework

• Deconstructs consumption into stages, allowing for evaluation of each touchpoint.
• Shifts from overall evaluation to specific touchpoint assessment.
• Provides actionable insights into consumer satisfaction.
• Offers understanding of cognitive and behavioral responses of target segments.
• Helps optimize consumer experience to increase demand and sustainability.

Factors Influencing Sports Experience

• Individual differences.
• Environmental factors.

Explore the unique aspects of sport consumption and the Sport Experience Design (SX) Framework. This quiz delves into how consumers assign meaning to sports, the emotional engagement involved, and the distinctive interactions with sport organizations. Test your understanding of the intricate relationship between sport organizations and consumers.