Navigate Research
Major League Soccer

Major League Soccer

Objectives:
MLS retained Navigate Research to understand the customer perspective on its strengths and weaknesses.
Solution:
Navigate completed fan studies with more than 6,500 season ticket holders from all 15 MLS clubs, assessing season ticket holders’ experiences, behaviors, interests and purchase barriers.
Results:
Navigate analyzed and reported findings to the League office and to each MLS club to provide individualized and comparative insights. The League and clubs used the information to make critical decisions for the season ticket renewal period, including offering referral programs and making changes to seating configurations.
“Navigate was a great resource in developing Mexican National Soccer Team's US Tour in-stadium fan survey. They understood the needs of our research and proactively provided guidelines and suggestions to enhance our research plan.” Charlie Shin Marketing Manager, Major League Soccer & Soccer United Marketing (MLS/SUM)