I got a chance to join the market research team of Nielson Sports, one of the leading data-driven sports consultancy companies. Under the instruction of the senior researcher, I carried out projects including “Hisense x PSG”, “Hisense x Inter Milan” and “Jingdong x LPL”.  These projects investigated the impact of sponsorship campaigns on brands’ perceived image among the target audience.

My work included collecting demographic characteristics, framing questionnaires, digging into data, drawing user profiles, and finally helping understand what the most valuable assets and most appropriate marketing metrics were in the sponsors’ target market.

From here I put the marketing theory in lectures into practice, providing me with a deeper insight into how synergy can be created between sponsors and brands. It felt great when I realized those marketing theories started to make sense in different contexts.