The NBA - Tessa Nyman, Consumer & Fan Insights Lead. How to use insights to build lasting connections with fans? Strengths, weaknesses & a holistic view on data strands; getting insights to land internally; how agencies can help (and hinder).

To kick off Season 2, we have a great guest: Tessa Nyman, Consumer and Fan Insights Lead at the NBA.  

Building from positions at The Guardian newspaper group and Universal Pictures, Tessa now has over-arching responsibility for the NBA's consumer research. We discuss a wide range of topics, including how to build fan relationships, consolidation of multiple data strands, international considerations and advice for agencies, internal practitioners and anyone wanting to make their way in the industry.  

The FutureView podcast is published in conjunction with InsightPlatforms.com. 

This episode is brought to you by Interpret.   Visit www.interpret.la  to understand more about their suite of focused services and products to help companies create lasting impact in  video games, tech and web3.

 In this episode we cover:

• Tessa's pathway and role in The NBA
• Integrating different data strands
• Working across content: publishing and movies
• Use of ML and AI
• How to generate impact internally
• Differences across international markets
• Advice for agencies

And Tessa's content recommendations...

PRIVATE EYE magazine

PODCASTS:  The Guardian: Today in Focus, The News Agents, The Rest is Just Politics, You're Dead to Me. 

All episodes available at https://www.insightplatforms.com/podcasts/

Suggestions, thoughts etc to futureviewpod@gmail.com

Chapters

• 0:28 Tessa introduction
• 1:02 Sponsor intro (Interpret)
• 3:22 Pathway to working for the NBA
• 9:01 Working across content: publishing and movies
• 12:45 Getting under the skin - understanding what consumers really want
• 19:59 Balance between traditional and 'new' methodologies
• 23:51 Process to get the 'right' answer to land internally
• 26:30 Variations across international markets
• 32:28 Advice for agencies
• 37:07 Advice for young people coming into the industry
• 39:08 Quickfire round