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Getting the Scoop: In-Depth Interviews

14 April 2014

Where We Went:

The six of us hit the streets of Chicago and few neighboring states to find out what people REALLY want in a sports magazine show.  Patrick “Mr. Roth” Roth logged interviews in Cincinnati and outside of U.S. Cellular Field.  Mitch Goldich hit his stride with fans outside of Wrigley Field. I spoke with Pacers fans outside of Bankers Life Fieldhouse in Indianapolis and at a near-deserted Amtrak station in Joliet. Brian Ayala cornered sports-minded folks on Michigan Avenue and at the Lincoln Park Athletic Club. Karen Quant, resident fitness guru, pounded the pavement in Evanston, including stops at LA Fitness, Starbucks and a local park. Lorenzo Patrick took on the toughest job of all, interviewing folks at a public brewery on the west side. He survived, but barely.

Getting folks to talk:

Patrick was surprised by how easy it was to get people to talk. Mr. Roth found that it was much easier for folks to talk about shows they disliked, versus shows they liked. Karen found that finding people who weren’t in a rush and folks who had time to spare worked best. Lucky for us, sports fans wear their allegiance on their sleeves (literally). Spotting folks in their favorite gear was a great strategy for sealing the deal.

What people want:

Each of the three women I spoke to were die-hard basketball fans who would be interested in getting to know what’s going on with their players behind the scenes. The season ticket holder of the group said she wanted to know WHO her favorite players were dating including pics of their significant others. She said she WAS much likely to share content on social media IF media was included. On the other hand, a soccer that I interviewed from Croatia wanted an international scope to a sports magazine show.

Viewing habits and social media:

Mitch found that people underestimated how much they invested, whether time or money, into the sports they follow.  “Nah, I don’t really spend that much on sports …oh, but I forgot about that annual subscription to SportsIsMyEntireLife.com.” Karen and Brian found that a few people spend more than $1,000 a year on sporting events and programming.

Mitch, Brian and I found that some of people we spoke with didn’t really follow sports magazine shows on social media. Most people who use social media, primarily followed the website of their favorite team.

What they dislike:

Lorenzo found that some people didn’t understand how “TV Timeout” fit into a name for a sports-related show. Others described it as, “catchy.” A few interviewed liked, “Branching Out” and “In the Gap.” Several kids who were beside their parents liked, “How ‘Bout That?”

The Takeaway:

This is just a small sampling of the ideas we found. Additional analysis including a website survey will yield more results … stay tuned!