Tag Archives: data

Why Is Your Company Not Conducting Market Research

The continuous flow of information has rapidly changed today’s digital environment and ideation exchange between businesses. This, in turn, has altered economies and technologies, as well as driven companies to expand their research horizons. While market research has proven to be an effective tool, not all businesses are convinced about the accuracy and value that it provides. Companies large and small all require accurate and timely information in order to meet market demands and stay ahead of the game.

The goal of market research is to equip companies with the information needed to conduct business decisions ranging from product development, to product placement, and everything in between. Why, then, is market research not at the forefront of their strategies?

Predicting outcomes is a strong part of any business decision; however, without the right information a company can’t properly prepare nor decide the next step for the business. The biggest misconception in the market research sector is that marketing activities should stay within the marketing department, consequently creating a narrow view and limiting the capabilities of research. Strictly speaking, marketing strategies should be used for marketing decision however, these processes are not solely for marketing activities. Instead, they contribute in the decision-making process company wide.

Market research takes a variety of forms and is generally divided into two categories: primary and secondary research. Primary research answers specific questions whereas secondary research provides broad information. Unfortunately, because some companies question the value and benefits of conducting research, as well as the validity of the information, it fails to meet full potential. In other instances, companies do not have the necessary budget to conduct market research. Because of this, these circumstances have triggered a negative and complicated conception of research.

Looking into specifics, we have primary research tactics, which involve the design and implementation of original research where data is collected to answer specific questions. Why is this so important? The advantage that this creates for business entities is a game changer. It allows them to gather information directly correlated with their operations not general information that applies to the industry or other businesses. An effective way to conduct primary research is by using an online panel provider, which provides a sample of respondents.  The respondents used for panels are pre-screened and double opted-in to participate in a wide range of research studies. Surveys are the main tool used to collect the data of a specific sample. Online panels provide accessibility and efficiency when trying to reach specific audiences. The ability to tailor research to a company’s specific needs maximizes the advantages of using online panels. Understanding the impact of the data collection process for business decisions will change the misconception of market research as a secondary tool in the decision-making process.

From developing a strong new product to determining employee satisfaction, market research can be used to obtain a deeper understanding of operational and day-to-day business activities; making it a must have for strong industry players. Integrating market research relies heavily on details such as organizational culture, financial implications and the urgency with which data is required. While these tend to diminish the number of companies implementing market research, businesses must remember that market research is made to accommodate businesses from diverse backgrounds and sizes; it’s tiers working as a well structured unit made to improve companies throughout.

Refusing to use market research as a decision-making tool leads to misconceptions, misleading outcomes and erroneous business transactions that can greatly impact capital. In order to ensure that your business is successful and stay at the forefront of today’s fast paced environment, market research needs to be your go-to tool and you won’t be left behind.

Whether or not is used depends on the culture of the organization, the financial implications and the speed with which a result is required; however, market research has several tiers that are able to accommodate the needs of a business. Neglecting the use of market research as a decision-making tool leads to possible misleading outcomes and erroneous business decisions that can greatly impact a business’s capital. In order for business to be successful and stay current in today’s fast paced environment market research needs to be conducted to aid in the business decision process.

Market research has a myriad of applications. From product development, to determining employee satisfaction, it can be used to obtain a deeper understanding of operational and day-to-day business activities.

 

How Young Professionals Affect The Alcohol Industry [Infographic]

As millennials come to age, numerous sectors such as the alcoholic beverage industry are seeing major consumption changes.The professional millennial cohort is the agent of change in this industry.The social work culture with after hours drinks are the new norm for this non-materialistic generation. The digital natives are constantly sharing their life experiences through social media channels and these experiences are shared with alcoholic beverages, representing a social status. With these factors influencing the drinking choices of millennials, the question remain on what type of alcoholic beverage are they consuming and what drinking establishments are they visiting? qSample conducted a survey to understand millennials’ alcoholic beverage preferences. The survey was deployed to more than 500 respondents on their drinking choices and confirmed the correlation between drinking preferences and the generational mindset.

The data shows that 50% of older professional millennials, ages 27-33 are consuming alcoholic beverages in restaurants. In contrast, only 8% percent of this group is consuming alcoholic beverages at home.This highly sociable age demographic combines their social gathering with alcohol consumption.When visiting restaurant establishments, (74%) of older millennials are often ordering alcoholic beverages when dining out. As this demographic enters the peak of their careers, their disposable income increases, given them the ability to spend their income on luxury items such as alcoholic beverages. Despite having increased purchasing power, (37%) of these groups of millennials are choosing drinking establishments with drink specials and affordable drink prices. Within this affordable drinks trend, (54%) of older millennials indicated that they prefer to visit a BYOB restaurant when dining out.On the other hand, more than 48% of millennials professionals are keeping up with trends by choosing drinking establishments based on knowledgeable bartenders/mixologists, drink presentations, and exclusive in-house cocktails.  

Millennials have a wide range of alcoholic preferences, as a consequence, the alcoholic beverage market has seen several consumption changes within this generation. About (27%) of older millennials are choosing to drink beer when dining out, closely following (26%) drink wine and (24%) drink spirits. When visiting BYOB restaurants, (28%) of older millennial prefer to drink beer while the other millennial cohort (29%) prefer to drink wine.   The consumption preferences of this generation can also be seen within their purchasing selections. When asked if they would consider purchasing a bottle of the drink of their choice at a drinking establishment, (97%) of older millennials responded yes. As this group of millennials is more established within their careers their consumption preferences are shifting between drinking beer and purchasing bottles. The strong economic power of older millennials is also presented in how much they are spending on purchasing a bottle when dining out. About (50%) responded that they spend between $40 – $59 on a bottle when dining out.

The alcoholic beverage industry is exponentially growing both in volume and value.As millennials come to age, with their value-conscious behavior, they are constantly challenging the way this industry markets towards their generation. By paying close attention to millennials drinking habits, especially older millennials, alcoholic beverages companies and drinking establishments have a profitable opportunity. Factors such as knowledgable bartenders, drink exclusives, and drink specials are pivotal for millennials when choosing a drinking establishment. Understanding the shifting drinking preferences of this generation and their constant need for social functions will provide a higher value towards a brand.

Ultimately, marketing tactics that are geared towards lifestyle choices and exclusive experiences will drive millennials’ interest. The ultimate goal for alcoholic beverage companies and drinking establishment is to understand the millennial mindset in order to succeed in sales with this generation.

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Behind every trend there is a competitive market and consumer data that might unlock your next big idea. To learn more about these findings please contact sales-team@qsample.com 

 

Factors That Can Improve Your Data

Over the past few years, technology has changed the way research data is collected. Since this, online data collection practices have increased in popularity due to the increased access to the internet. Consequently, online panels have become the main avenue to collect data about a specific audience. Data quality encompasses several aspects, one of which is research methodology. The way research is being done highly affects the quality of the results. Survey research is one of the most common ways to conduct a study and data quality can be affected due to the design of the survey.

According to a recent study conducted by Forethought Research, survey design has a direct relationship between respondent engagement and data quality. The research also showed that survey design influences the respondents’ perception. This indicates that respondent engagement is key in order to ensure data quality since lower engagement increases the risk of unreliable data. Survey design is imperative to keep respondents engaged. Therefore, researchers need to have a better understanding of survey design, which could influence the level of engagement in a research study.

Survey design encompasses several elements such as content, question types, guidelines and survey length. The content of the survey is the foundation of the study. By delineating the content and understanding the targeted audience, the type of questions used in the study will set the parameters for the respondents’ engagement. (If you want to learn more about the types of questions to keep respondent engaged please click here.) Another element to consider in the survey design process is the utilization of clear guidelines to properly guide respondents through the study. Additionally, the survey length is a pivotal variable that could affect data quality, since tedious surveys lead to high exit rates and low response rates. Ultimately, all of these elements have an impact on data quality.

There is no single design method that affects respondent engagement. However, it has been proven that surveys that require more than 20 minutes to complete (and have very few interactive questions) lead to low response rate and high drop out rates. While it is true, survey design has a direct impact on data quality, it is important to remember that without a high level of respondent engagement data is unreliable. Companies conducting research for key business decisions need to ensure that the design of their survey is optimal in order to obtain quality data.

In summary, survey design not only influences whether respondents abandon a survey, but also impacts the quality of the data. The ability to understand survey design methods can aid survey designers maximize engagement and increase the reliability of the data. As audiences become more difficult to reach, researchers and survey designers need to implement effective practices such as dynamic questions and incentives to ensure a higher respondent engagement. In today’s global technological environment groups, people are constantly bombarded with information. It is crucial to understand that when conducting a study, the effective use of survey design can help in the data collection process.

Survey Accuracy For Actionable Results

 

On July 24th,1824 “The Harrisburg Pennsylvanian” printed a report of a straw vote taken in Wilmington, Delaware. This vote showed some of the early methods used in market research. Although, this event was not market research in itself, it used some of the early methods of market research. However, it was not until 1901 that evidence of market research became frequent enough to indicate that a new business field had made a prominent start. The need for knowledge had several businessmen looking for theories and methods to better understand the market, which ultimately created the market research industry we know today. Market research encompasses numerous methodologies, but the most common one is survey research.

In order to conduct any type of research, it is necessary to have a quality sample of the targeted audience. Reliable sample is pivotal in market research. One of the key factors involving sample is selecting the correct sample size. This is crucial when conducting a study, if a sample size is too big this will lead to a waste of resources. Consequently, not having enough sample will lead to an inaccurate representation of a population. Survey accuracy is another qualifier when attempting to gather quality data. Researchers are constantly asking questions such as, are the results accurate? Is the sample reliable?  There is no magic formula but here are a few things to consider when conducting a survey.

Margin of Error

There are two measurements that affect data accuracy. The first one is the margin of error (or confidence interval). In sum, this is the positive or negative deviation allowed on the survey results for the sample. In other words, is the difference between the opinion of the respondents and the opinion of an entire population. In order to better understand this statistical explanation, suppose that you set a margin of error of 5% on a study you are conducting about soccer. The results of this survey indicate that 90% of the respondents like to play soccer, a 5% margin of error indicates that you can be sure that between 85% (90%-5%) and 95% (90%+5%) of the entire population likes to play soccer.

The second measurement that affects data accuracy is the confidence level. This measurement indicates how often the percentage of a population actually lies between the boundaries of the margin of error. Following the example above, the confidence level tells you how sure you can be that between 85% and 95% of the population likes to play soccer. Suppose that you choose a 95% confidence level,  this interval will indicate that in 95% of the time, between 85% and 95% of the population like to play soccer. A 95% confidence level is standard in quantitative research, since a higher confidence level such as 99% indicates greater accuracy but represents a higher cost.  

After understanding the two measurements that affect data accuracy you can use an online calculator to determine the sample size of a population or you could use the formula presented below.

ss= Z 2 * (p) (1-p)

     ____________

              c 2

Where:

Z = Z value (e.g. 1.96 for 95% confidence level)  

p = percentage picking a choice, expressed as decimal

(.5 used for sample size needed)

c = confidence interval, expressed as decimal

(e.g., .05 = ±5)

Screener Questions

Screener type questions are used to qualify respondents and determine if the respondents are eligible to participate in a research study. For example, when conducting a study on the consumption of alcoholic beverages, a researcher will need respondents who consume alcoholic beverages. Therefore, a screener question should be implemented to eliminate possible respondents that do not consume alcoholic beverages. Consider the question below:

How often do you consume alcoholic beverages?

a) Once a year

b) Once month

c) Every other week

d) Every week

e)  Every day

f) I do not consume alcoholic beverages?

If respondents choose option F the survey will be terminated since the respondent will not qualify to participate in the study. This type of question at the beginning of a survey helps increase data quality.

Data Sanitization

Data sanitization involves the detection and removal of errors and inconsistencies in a data set due to the incorrect entry of the data. Incorrect or inconsistent data can create a number of problems which can lead to the drawing of false conclusions. Therefore, sanitizing a data set can improve the accuracy of survey results but it has to be done with care in order to avoid problems such as, the loss of important information or valid data.  

In sum, there are several elements that dictate survey accuracy. When conducting a survey it is imperative to keep in mind the sample size, margin of error, screening questions and data collection practices to ensure data accuracy and ultimately data quality.

 

Are Mobile Applications Changing Fashion Week?

 

In this day and age, smartphones are exponentially driving digital media usage. Photo centric applications such as Instagram and Snapchat have contributed to this revolution by creating new ways for users to share information.According to DigitalGov, 23% of millennials only use mobile deivices while the remaining 77% use multiple devices. This indicates that millennial is the generation with higher mobile usage rates than any other generation. Lifestyle platform such as Instagram and Snapchat have revolutionized the way users engage with the world.

Not only has Instagram and Snapchat transformed the way users interact with one another but allows them to report on major events such as: fashion week. The organizers of London Fashion Week have seen an increase in the usage of mobile applications. This time last year, during London Fashion Week Spring/Summer 2016, Fashion giants such as Burberry made history by being the first brand in the world to shoot and preview a collection on Snapchat. The fashion house gave a sneak peek of their Spring/Summer 2016 collection, 24 hours before the models walked the runway.This unprecedented event granted Burberry 60,000 interactions on Twitter. The brand re-invented all of their marketing tactics in order to target a younger demographic and stay relevant in today’s digital landscape. This incredible shift from print media to live-stream events have allowed brand like Burberry to make history in the digital market like no other.

 

New York Fashion Week Spring/Summer 2017 was also filled with new tactics and mobile application interactions. NYFW had its own IOS app and live-streamed shows on Instagram and Snapchat. With the increasing use of mobile applications especially social media apps, designers such as Tommy Hilfiger have employed a “see now buy now” approach, in which clothes are ready for sale when they hit the runway. The designer applying the “see now by now” approach along with employing Gigi Hadid, one of the top models in the industry, proved to be a dynamic marketing strategy. The Tommy Hilfiger show was showcased through Snapchat with Gigi Hadid making backstage snaps. Tommy Hilfiger has increased its brand’s visibility by partnering up with an influencer and using mobile apps to showcase a collection directly accessible to consumers around the globe.

 

The shift from traditional marketing to digital marketing illustrates how designers are attempting to stay relevant to the younger generation by creating new trends and parameters. Social media apps are changing the horizons of the fashion industry. Ten years ago Fashion houses will have never imagine that they will be able to massively target different audiences around the globe with a clip of a button on a mobile device. Mobile applications have created new parameters on how people interact and communicate. What will the future hold for the next generation of mobile applications? Maybe we will find out during the next Fashion Week Spring/Summer 2018.

To Learn more about qSample’s panel network Click Here.

2016 Presidential Election Infographic

 

American voters are heading to the polls in November to determine for the 58th time their country’s president for the next 4 years. While presidential elections are known to provide good theatre, the 2016 Presidential Election has been filled with some interesting twists and turns, and is undoubtedly one for the ages. The Republican nominee, Donald Trump, whose loose cannon speaking style has created a firestorm even among his own party, is viewed as a social media scandal machine. On the other side, we have Hillary Clinton, a former First Lady, Senator of New York and most recently Secretary of State, who simply can’t seem to shake some of her old ghosts – email issues, wall street and even issues with her own foundation. With less than 5 weeks left before the general election, these two candidates are keeping voters on the edge of their seats.

In order to gauge the pulse of American voters heading into the general election, we conducted two surveys to compare how the opinion of the general US population differs from those in a battle ground state like Florida. The surveys were conducted using qSample’s likely voter panels. More than 450 respondents participated in each survey, with an even split on party affiliation. The data gathered has provided critical insight regarding where voters stand on various issues, when it comes to these two candidates.

The data reveals that despite lack of experience and a series of faux pas made in his presidential campaign, Florida voters are leaning towards Trump (50%-38%) in this upcoming election. However, Secretary Clinton is holding on to a slight lead among the general US population (41%-37%). The data also shows that more than 20% of respondents cited patriotism as the reason they would vote for Trump. While Floridian voters think Trump cares more about the country than Clinton, they also indicated that she has better economic and foreign policy experience than Trump (17%). When comparing the data, both audiences seem to agree on this point – Clinton has more political experience, whereas Trump seems to care more about the country.

Voters from both panels were asked which candidate they feel is more qualified to be president and their feelings on the current state of the country. Florida voters indicated that Trump is as qualified to be president, with both candidates splitting the votes at 42%. This number is not surprising, since Floridians typically vote Republican in general elections. On the flip side, general US voters give Clinton the nod as most qualified to be president by 44%.-37%. Roughly 40% of US respondents indicated that the country is heading in the right direction or about the same direction. Despite a strong job market, universal healthcare and a strong economic recovery, a large portion of the respondents (58%) indicated that the country is not heading in the right direction.

When it comes to how respondents stay up to speed with this year’s election, both panels indicated that they follow the presidential election mainly via television (38%). Print media is not yet dead, at least for presidential elections. More than 21% of respondents in our survey indicated that they follow the election by reading newspapers, followed by social media outlets.

If the trend from 2012 continues, it appears that voters from the battleground state of Florida are leaning to vote Republican in the 2016 Presidential Election. While it will be a tight race, the data shows that the general population will help Hillary Clinton break that glass ceiling.


infographic2-16

Read more about our survey results: 2016 Presidential Election Survey [WordClouds]

For more information regarding the results of these surveys please contact: sales-team@qsample.com

2016 Presidential Election Survey

 

A new poll conducted by qSample among likely voters shows that Hillary Clinton is maintaining a slight lead (40% to 37%) in the presidential race. While this is good news for Secretary Clinton, the data also shows that Donald Trump is closing the gap and gaining momentum in key battleground states like Florida.

More than 400 respondents participated in the survey between the end of August and September. Respondents are registered members of qSample’s likely voter panel. The sample consists of an even split of republicans and democrats. Respondents were asked a series of questions, ranging from the economy, direction of the country, healthcare, immigration and other important topics dominating this election.

We asked respondents to write one word that comes to mind when thinking about Hillary Clinton or Donald Trump. The results are illustrated in the WordCloud below. To avoid compromising the integrity of the data, we elected to keep the original, unedited version of each word. As a disclaimer, the below report may contain words that may be offensive to some readers.

 

HCWordcloud

DTWordcloud

 

Read more about our survey results: The Outlook: Presidential Election 2016

For more information regarding the results of these surveys please contact: sales-team@qsample.com

Alumni Series: Health Trends (Part 1)

qSample and Alumni Reader Panel conducted a survey to discover health related trends of alumni of top national universities (please refer to the previous blog post for details regarding demographics). The findings from this survey will be divided into two blog segments:

Part 1. Basic preventive health measures/healthy lifestyle

Part 2. Spending habits on healthcare

According to a 2016 study by Mayo Clinic Proceedings, less than 3% of Americans meet the basic qualifications for a “healthy lifestyle”. In order to qualify as living a healthy lifestyle, following four requirements must be met: moderate or vigorous exercise for at least 150 minutes a week, a diet score in the top 40% on the Healthy Eating Index, a body fat % under 20 for men or 30 for women, and not smoking. Unfortunately, survey respondents were not aware of the qualifications set by Mayo Clinic, rather they were asked to answer best to their knowledge. Chart below reveals their knowledge and awareness of healthy lifestyle:

lifestyle

Average of 62.7% of the respondents either have some degree of expertise or are trusted from peers with advice on health-related issue. Moreover, in the survey, 74.1% agreed that they are constantly looking for new ways to live a healthier life. Following three charts confirm that majority of the respondents do indeed take preventive health measures (diet, exercise, and regular check-ups):

eatt habits

reg ex

reg check

In summary, 88.1% follow a healthy diet, 75.2% follow a regular exercise routine, and 84.8% visit the doctor for regular check-ups.

 

health


 

Paul DePodesta And The Power Of Analytics

 

Statistics are much more than numbers. They drive major business decisions, engineering, and everyday life. They fuel testing of new medicine, protect our borders, push the Warriors to the NBA title, and even guide personal decisions, whether used consciously or not.

Over millennia, military leaders employed data and analysis to defeat enemies. Today, major business leaders all over the world employ the same methodology in delivering cherished goods and services. Even the world of sports and entertainment understands this aspect of modern business. For example, The Cleveland Browns recently made headlines by hiring Paul DePodesta, a former collegiate wide receiver, rose to fame through a dramatization of Michael Lewis’ “Moneyball,” which chronicled his ability to use baseball statistics to aid the Oakland A’s in competing against better financed teams.

After moving to the NFL, the Cleveland Browns collected three championship trophies in their first 5 years in the league. Unfortunately, their performance slipped into mediocrity by the 70’s, and in subsequent eras, their lackluster performance continued. While the Browns have a history of making bad personnel decisions, the Browns tapped DePodesta not due to their situation, but rather out of the need for a guide in transforming their organization, and remaining competitive.

This article explores analytics, big data, and their impact in and outside of sports; and why the Browns joined countless organizations in exploiting the power of data.

 

The Analytics Machine Driving Modern Business

 

 

Analytics or business intelligence (BI) owes its substance to military intelligence and serves the same essential purpose. At every stage of a campaign, intelligence gives commanders a clear picture of battle with pros and cons of options. In business, leaders maintain a picture of operations and status, and the factors affecting outcome.

Before computer use in business, business intelligence primarily involved legal spying (like military spies). It began to mature by the 1800s when Richard Miller Devens wrote about a banker exploiting data to outperform competitors. In the 1950s, commercial computers hit markets, and modern business intelligence officially began. Hans Peter Luhn, an IBM researcher and leading computer scientist, created foundational business analytics systems, and laid the groundwork for analyzing and distributing documents. Some consider him the father of BI.

Business intelligence advancement developed parallel to computer technology development, exploiting every viable tool available to private organizations and individuals. Through various innovations, its main resources actually remained the same: big data, analysis applications, and statistical theory. Cultural shifts within business led to more and deeper business intelligence use. Business, like sports, possesses a macho culture with great minds exploiting their instincts and natural talent. This environment wrestled with accepting analysis, however, the cold, hard facts won them over, cementing and advancing its role.

Analytics In Action:

 

 

Virtually every industry employs analytics including, but not limited to the following examples.

–  As it relates to marketing and advertising, analytics determine the effect of campaigns and channels including their ROI.
–  Analytics is widely used in politics to determine the best way to access, motivate and interact with political supporters.
–  Analytics is widely used in the military to understand the enemy or to go as far as anticipating or counter attacks. Some military applications even analyze an enemy’s facial expressions.
–  In medicine, along with improving profits and reducing waste, data predicts epidemics, aids in curing disease, and aids in avoiding preventable deaths.

IBM surveyed over 1,000 international executives from 67 countries. The survey reveals 63% of organizations achieve a positive return on analytics investment within one year, and 26% realize it in as little as 6 months. Businesses across sectors clearly recognize the transformative effect of analytics with customer service, operations efficiency, and financial or risk management as the main areas of application. Out of those surveyed, 49% of organizations report employing big data exceeded their expectations for returns, and 40% of organizations (up from 25% in 2013) focus analytics on operations.

CIO magazine surveyed over 300 professionals, and 65% credited analytics with driving business process change. These professionals represent manufacturing, financial services, telecoms, government, nonprofits, and healthcare. 100% of respondents stated their organization used analytics; furthermore, 57% claimed their organization would increase analytics spending.

Research has shown that more than 80% of the world’s major business leaders pursue big data projects to remain competitive.

Case Study: Nate Silver

Nate Silver, a statistician, skyrocketed to fame on the back of his baseball and election analysis. He initially became known for his PECOTA system, a statistical forecasting system for major league baseball player performance. His system grabbed the attention of major sports media entities and publications such as ESPN, the New York Times, and Sports Illustrated. Others recognized Silver’s talent after he correctly predicted 49 out of 50 states in the 2008 US presidential election. This earned him a spot on Time’s “100 Most Influential People” list. Four years later, he correctly predicted all 50 states in the 2012 election.

Quality data and analysis form the foundation of powerful analytics. The data must tell a story, and provide all the information needed to spot trends or support critical decisions. Any other data offers no insight. The size of big data proves its weakness and strength. Analysts unfortunately spend more time aggregating a sea of data than analyzing it. Many organizations also realize, like sports organizations, data analysts must partner with experts in the field to achieve quality analysis.

 

Rebuilding Cleveland’s Machine

 

 

Analytics might not get the Browns to the superbowl anytime soon, however, the organization has a different goal. They simply want to leverage an excellent resource in tuning operations, a move the NBA, MLB, and many other major leagues agree works. Many know about the general results of these efforts, but much of it remains hidden like the trade secrets of successful businesses.

Analytics on the Field

The Red Sox exploited analytics and emphasized on-base percentage, something which proved critical to developing a championship contender, and which currently fuels huge salaries. Nor (number of walks) caused baseball to reevaluate hitters and pitchers, and control the metric given its value both in prevention and draw. Analytics also caused a drop in base stealing attempts, which fell by 30% between 1993 and 2013. The NBA flocked to the 3-point corner shot on the strength of its performance in analysis, increasing the attempts by over 100 percent. Analysis also revealed optimal lineups and tactics.

Analytics offers more than game actions, and extends to player health. Many organizations use data to monitor, prevent, and manage injuries.

The Team

Data influences picks and coach selection, and goes even deeper. In football, a single statistic can be created to encapsulate the performance of a player, merging quantitative and qualitative characteristics. This aids in building a well-designed, devastating team instead of assembling a pack of men or women who display a bit of talent.

Analytics also goes further than the field and into more practical aspects of an organization’s business performance including areas like ticket sales and fan engagement. Data aids in reaching fans, supporters, and investors.

 

Cleveland’s Future

 

 

Ultimately, analytics make the Browns a stronger organization with better performance, a firmer foundation, and enhanced longevity in a competitive space. Despite this reality, a certain amount of reluctance exists in the NFL due to the very nature of the game. Many consider football too complex for analysis. Box score statistics accurately describe 90% of a baseball game compared with 40% of a football game, however, simple adjustments overcome this such as placing chips and sensors in football pads to gather data, or placing analysis equipment on the field (as in basketball and baseball).

The financial and cultural dynamic in the NFL also affects attitudes. The longtime owners of the NFL are extremely risk-averse, and along with owners who fear change, many coaches and managers also feel threatened. They fail to understand analytics as support for their decisions rather than a replacement for them.