Market Research
How sponsorship shapes audience response
Market research links sponsorship activity to audience response.
Using primary research and audience analysis, we assess how sponsorship influences awareness, perception and intent to purchase. This helps organisations move beyond exposure and understand what sponsorship is actually doing.
Our work also includes fan base analysis, providing clarity on who audiences are, where they are located and what they care about. This insight supports more targeted sponsor searches and gives brands confidence that a partnership is a genuine fit.
Evidence beyond exposure
Our market research helps organisations understand how sponsorship is received by audiences, and use that insight to strengthen targeting, partner fit, and commercial decisions.
Use cases
- Assessing brand impact beyond exposure to understand how sponsorship influences awareness and perception
- Understanding audience composition and behaviour, including who audiences are and what drives their response
- Supporting sponsor targeting and partner selection with evidence of audience fit and relevance
- Evaluating fit between brands, rights holders and audiences to reduce risk in partnership decisions
- Strengthening the commercial story behind sponsorship with insight that explains audience response
Proven outcomes
- Clear insight into audience awareness and perception
- Evidence linking sponsorship to behaviour and intent
- Outputs that inform targeting, positioning and decision making
Delivery model
Market research is delivered through primary research methods, including surveys and audience analysis, and integrated with media and sponsorship valuation insight to provide a fuller picture of partnership value.
Platformation did a great job for MarkSetBot on this project. It really helped launch both our marketing and fundraising efforts. We highly recommend them!
Matthew Morin
A valuable partner offering constructive input and innovation from across the world of football and beyond.
Petr Zascherinsky
Platformation have provided great insight and recommendations across our broad, diverse portfolio of events and content.
Walter Böhm
Andrew’s experience and understanding of the field offered great confidence and the rigour they applied to such a complex challenge was best in class.
Fiona Fletcher-Smith
Andrew and his international network of suppliers delivered a comprehensive set of valuable insights.
Simon Thomas
Resourceful and skilled, with a fantastic network and incredible experience. A valued and trusted business partner.
David Sim
Client Solutions
We support the different audiences involved in sponsorship decisions, each approaching value from a distinct perspective.
What they share is the need for credible, independent evidence to support confident commercial choices.
Advising on, structuring, or activating sponsorship partnerships
Objective sponsorship insight to support confident Agency recommendations when value, pricing, or performance are challenged.
Investing in sponsorship to drive brand and commercial outcomes
We help Brands evaluate whether sponsorship investment is delivering value, connecting ROI, exposure and impact to support confident, evidence-led decisions.
Owning, managing, or commercialising sponsorship rights
Rights Holders are responsible for maximising the value of sponsorship assets while balancing pricing, renewal and long-term partner relationships. Understanding what assets deliver in practice, and how that value stands up in negotiation, is essential.
Delivered Work
We provide independent analysis to rights holders, brands and agencies on sponsorship decisions where evidence must be clear, credible, and commercially grounded, and able to withstand both internal and external scrutiny.
Insights and Analysis
Our Insights bring together research, reporting and observations, from our work across sponsorship, media, and events. They range from structured reports to practical commentary, focused on understanding what is happening, why it matters, and how evidence should be interpreted.
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