PwC engaged Excel to lead a research project to determine, with statistical validity, the lifestyle interests of their primary targets. Importantly, PwC was interested to learn not only the current state of lifestyle passions of their targets, but also future state (i.e. a look ahead to what’s going to be at the top of the list 3-5 years from now). Based on our research experience in the sports and sponsorships space, Excel evaluated and implemented a variety of methodologies—syndicated studies, custom research, data append services – in order to provide PwC a full picture. We analyzed numerous dimensions, including viewership, attendance, participation, and self-reported fan behavior across a wide variety of sports and lifestyle pursuits. Excel also scrutinized trending data and different age segments in order to project forward as to the future popularity of sports, events, and activities among their target—giving PwC a clear picture of what they can expect in the coming years.


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