Sports Research Agency Launched

In the UK, two veteran sports researchers have set up a new full service agency focused on the sector. Jack Murray was most recently Head of MR at Kantar Sport, while Michael Stone led research at Sports Marketing Surveys.

The new agency, Sport MR, will offer traditional qual and quant, plus neurometrics, online communities, blogging, video technology and ethnographic research.

Murray spent eight years leading Kantar Sport, and prior to this was a Director at RS Consulting for a year. Earlier he spent thirteen years at TNS and four at IMR.

Stone previously spent two years as Head of Research at Sports Marketing Surveys Inc and one as Head of Research & Consultancy at IFM Sports Marketing Surveys, with a year in between as an independent consultant. Earlier in his career he spent four years at Synovate and sixteen at Electoral Reform Services, where he was Head of MR and latterly a full Board Director.

The new firm will partner with Populus Data Solutions for data collection; Create Convo for opinion and data gathering online and via video technology - plus marketing expertise; and Roberts Sports for expertise in customer-led growth strategies for sports organisations - as well as sports photography.

Stone says the two founders 'combine a passion for sport with a proven track record in market research', adding: 'We have seen what research can offer to those seeking to develop their business propositions when it is conducted with rigour as well as enthusiasm by industry professionals'.

Murray says that over the past eight years, 'Each year, I have been pleased to see more clients committing more time and resource to developing their insight requirements. The focus of Sport MR is to be the insight agency, a role which some of the larger agencies can struggle to fill'.

The new company is online at www.sportmr.co.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.