Nashville SC

Despite recent on-field success, Nashville SC has lower awareness and engagement among adults aged 20-30 compared to other local professional sports franchises. Following in-depth market research, our team conducted a survey with our target demographic and identified barriers to entry and opportunities for the club to strengthen its connection and engagment witth young adults living in Nashville.

Research Design

Client Selection

We selected Nashville SC as our client based on our lived experience as Owen students and informal observations of our peers. Although Nashville SC is a major sports team, we noticed that compared to other professional teams in the city, our peers seem to be less involved and engaged with the club.

Exploratory Research

After selecting our target demographic, research was conducted on Nashville SC and other live entertainment options in Nashville using primary and secondary sources. Based on our findings, we formed specific research questions and objectives for our selected target population.

Survey Objectives and Design

Our goal was to understand general perceptions and barriers to engagement for Nashville SC within this demographic and identify specific factors limiting interest and attendance. We divided our survey design into six subgroups that allowed us to clearly analyze specific factors of our reseach objectives.

Data Collection

We collected data via a Qualtrics survey. The survey was sent out on SMS, Email, and Slack. We gathered a total of 50 responses and all responses were anonymous. Our team downloaded and analyzed our data in SPSS.