Research Areas

Sports & Entertainment

Understanding the Lifestyle, Entertainment, and Sports Industries

Our roots lie in sports. Back in 1994, we launched the first syndicated study on sports, the ESPN Sports Poll. Today, our expertise has expanded to a deep understanding of free time in general, specifically the lifestyle, entertainment, and sports industries.

We leverage our understanding of survey research and content expertise, using syndicated and custom research solutions to help you get to know and understand your consumer community and fan base through the Luker LENS Poll, Sports Poll and Sports Poll Kids.

The Suite of SSRS Sports & Entertainment Offerings

Sports Poll

Intelligence from Sports Poll has been used by almost every major league sport in the U.S. and abroad. We’ve developed industry standards for research and been called upon to provide the most trusted trending intelligence on the market. More than a data tool, Sports Poll places a greater emphasis on intelligence serving the strategic direction of sports and building lifetime values for fans.

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Sports Poll Kids

In 2022, SSRS partnered with KidSay to launch Sports Poll Kids, a new tween-focused service conducted with kids ages 8 to 11. Our research has consistently shown that the strongest fandom begins early, This new tween-focused service provides an ongoing understanding of the interests, drivers, and challenges of reaching this diverse and dynamic segment.

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Luker LENS Poll

The Luker LENS Poll brings free time trends into sharper focus to guide development and engagement strategies. We apply our “lens” to emphasize core concepts like avidity, generational transfer, community, and belonging to build lifetime value. Whether it’s a single time point, a multi-wave tracker or continuous tracker, LENS brings expertise in designing and implementing the ideal study.

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When you get together with family and friends, a great test of the experience is how you respond when someone asks, “How was it?”

If you can answer in five words or less (“great”, “ok”, “I had a good time”), you may have indeed had fun, but it was neither remarkable nor likely to have any kind of lasting impact on you. After asking people variations of “How was it?” in our sports research, we discovered that they could only describe meaningful engagement by telling a story about the event. From over 100,000 fan stories we analyzed in recent years, nearly every story focused on bonding with family and friends. We’ve also found that shared sports experiences do more to produce engaging stories than any other social experiences. The personal sports story is the best place to get to the heart of the value of sports. The heart is almost always social. This is why fans say they root for “our team” and “we won” after the game. The best experiences are shared with others, whether that is playing, following, watching, attending, or rooting with others who are fans of the same team or athlete. You can test this for yourself. The next time you get together with friends or family, ask yourself “How was it?” Not all engagements will produce a story. But were you able to come up with more than five words WITHOUT a story? Can you see the power, the center, the heart of the connection and belonging in the story? In five words or less? What’s your sports story? Here are some of ours…

Meet the people behind the research.

We know research is all about people, so let's get personal.

Meet the Team