Gemba Insights Relaunches With Modular Offering

Leading sport and entertainment insight, strategy and communications business Gemba has relaunched its Insights arm with the new offering now affording clients unprecedented targeting, tailoring, ease of access, value and visibility across its market-leading proprietary research.

A key feature of the revamp is its modular functionality that enables clients to build bespoke packages tailored to their requirements. Previously clients had to subscribe to one or more of three entire studies to capture the data they required.

They can now choose only what they need from a suite of nine research products*, building a package using as few or as many of the modules as required which can then be cut precisely by a number of consumer cohorts.

Gemba has also overhauled the way it delivers its market-leading sport and entertainment research findings with the introduction of an online dashboard that enables clients to view the data and glean insights from it easily and efficiently – and to track it dynamically as new data is regularly gathered from thousands of Australians.

With eight years in market Gemba is Australia’s most established Sports and Entertainment Insights business. It is used by all the major sports and entertainment investors and organisations, having asked more than 100 million questions on their behalf.

To illustrate the new offering Gemba conducted a study – ‘The Battle of Summer’ – that compared two of Australia’s favourite summer sporting competitions – the Big Bash Cricket League and Australian Open Tennis with the opening of movie blockbuster Star Wars VII.

The study has been the only one that has drawn sport and entertainment into direct comparison.

It unearthed results that may surprise those who believe sport reigns supreme in the Australian consciousness.

For example the movie eclipsed the sport events in terms of brand health via the levels of interest it generated among fans. Using Gemba’s proprietary metric that compares the ‘Asset Power’ of sport and entertainment properties, the Star Wars franchise achieved a score of 2821, well ahead of the BBL (2024) and the Australian Tennis Open (2149).

The research estimates the fan base of Star Wars to be 4.4 million Australians versus 2.6 million for the BBL and 3.6 million for the Australian Tennis Open.

The findings are reflective of two sport events in great brand health but up against a film that has quickly become something of a cultural phenomenon.

In the coming months, Gemba will be tracking the progress of these sport and entertainment properties and measuring the success of BBL05, Australian Open 2016 and Star Wars VII.

Gemba head of strategy and insights Dale Wood said of the new offering, “Real insight is integral to everything we do at Gemba.

“At the heart of this is our proprietary sport and entertainment research. Now we offer this data to our clients in Australia packaged to best suit their specific needs, better enabling great decisions regarding assets, products and programs.”

*Clients can now build a modular package from Gemba’s suite of nine research productsthat comprise:

– Territory Brand Health

– Sport Properties National Teams

– Sport Properties Leagues

– Sponsorship Effectiveness
– Entertainment Properties

– Ambassadors
– Sport Participation Landscape

– Sport Participation Deep Dive

– Junior Participation

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