NASCAR had just changed the format of their biggest race, the Daytona 500, and wanted to understand how the the modifications effect their viewers’ experiences. During a Remesh conversation with 200+ super-fans, NASCAR leveraged A.I. to conduct research via livestream and came directly out of the session with insights about their viewers’ values.
NASCAR was eager for feedback about how changes to their race structure format, from one race to three stages of races, effected their viewers. They wanted to know how they might enhance their viewer’s experience, and what made participants excited to watch the race.
NASCAR recruited 200+ super-fans from their fanbase to participate in a 4.5 hour Remesh conversation during the Daytona 500. The team engaged with participants every 15 minutes to ask about their experience, thoughts, and reactions to the event and advertisements, including how they felt about crashes and what makes for a good race.
A few key insights from the conversation:
- Fans remained positively engaged in the event even if their favorite drivers lost in earlier stages.
- Viewers preferred side-by-side ads.
The Remesh session allowed NASCAR to ask questions about what they knew they wanted to understand, discover unexpected insights, and delve deeper into emerging trends.
NASCAR finished both the event and the conversation with actionable insights to further boost the viewer's experience. The team was also happy to validate that the change in race structure did not negatively effect race excitement or consumption.
This was our first time working with live streaming! NASCAR was able to conduct research at the speed of the live stream, and had insights right after the event was over. It was awesome to see NASCAR conduct research in a dynamic environment where you can’t predict what will end up being important.