Q&A with a client-side researcher
Editor's note: If you're an end-client researcher and interested in participating in a Q&A with Quirk's, please e-mail me at emilyk@quirks.com.
Can you describe how your team collaborates with other departments across the organization?
Customer insights collaborates closely with nearly every department on the business operations side of the organization. Business operations encompass functions ranging from ticket sales and corporate partnerships to finance and legal affairs. Our team supports departments that rely on fan and customer data to drive better outcomes.
We focus on several key areas: conducting market research to understand fan segments; benchmarking to consistently track the metrics that matter most to our brand; applying a fan-first QA process to products or experiences ;and delivering actionable insights – often using AI tools to enhance efficiency and output. This cross-functional support helps ensure our decisions are grounded in a deep understanding of the fan experience.
What excites you most about the future of fan engagement and/or community connection?
I'm closely watching how the TV landscape is shifting across the NBA and sports more broadly. As teams move away from traditional RSNs toward over-the-air and streaming options, this moment could redefine accessibility, engagement and the fan experience. Sports business is considering the fan’s point of view in this space more than ever before.
I’m also excited by how the concept of a ticket is evolving. From flexible ticket plans to the rise of non-seated social spaces in venues, fans now have more control than ever over how they experience a live game.
Looking back at your career, what experience has helped you prepare most for your current role?
Throughout my career, I’ve learned the importance of not mistaking internal alignment for fan alignment. In fast-paced environments like sports, it can be tempting to gather key decision makers and make plans on behalf of fans – without actually hearing from them or grounding the conversation in data. What’s prepared me most for this role is a mind-set: a drive to challenge the status quo, ask better questions, and make sure that the voices of fans, and as many perspectives as possible, are brought into the process.
Do you have any tips for marketing research professionals setting up an insights department from scratch?
Start by aligning on a clear vision and set of goals with stakeholders across the organization – from executives to department leads, and especially with your own team or future hires. Establishing shared expectations early on is key to building trust and relevance.
Next, equip your team with the right tools. Whether it’s access to syndicated data, first-party surveys or AI-powered analysis tools, having the right resources in place will help you deliver value quickly.
Finally, don’t let insights sit on a shelf. Bring the voice of the customer to life by sharing findings across the organization and creating visibility for your work. To measure success, keep things simple: track insights delivered, actions taken and the outcomes that followed.