LIV GOLF - Ross Antrobus, VP Insight, Analytics & Loyalty. Part 1 - How do you measure 'success' in sport? How LIV is shaking up golf; using consumer insight to encourage women's football at the FA; balancing commercial and societal priorities.

The FutureView podcast is published in conjunction with InsightPlatforms.com

Part 1 of a two-parter with Ross Antrobus, VP Analytics, Insight & Loyalty at LIV Golf, the new tour aiming to supercharge and modernise the world of golf.  Prior to joining LIV, Ross was the Head of Research at the Football Association, which also informs our discussion...

Among other areas, we cover.... 

• Why Ross is a good man to have round the house
• The vast range of issues the Football Association covers
• Positioning consumer insights departments for maximum impact
• Promoting women's football in the UK
• How LIV uses consumer insight to evolve a dynamic new format for golf
• Using research to address societal issues
• How to chose the right methodology
• LIV Golf's mission and how consumer insight supports

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

Suggestions, thoughts etc to futureviewpod@gmail.com

Chapters

• 0:47 Guest intro
• 2:20 Why Ross is a good man to have round the house
• 3:48 Ross's route into the industry
• 6:43 The Football Association - range of responsibilities & activities
• 9:51 Positioning consumer insights departments for maximum impact
• 15:26 Promoting women's football in the UK
• 20:58 How LIV uses consumer insight to create a new format
• 22:23 Using research to address VAR, head injuries and size of pitches
• 26:42 Choosing the right methodology
• 28:38 Getting feedback in the moment
• 31:56 What is LIV trying to achieve and how does consumer insight support the mission?