Blauw’s Philip Rouwenhorst on why sponsorship evaluations should explore more than ‘the final number’

Philip Rouwenhorst of Blauw Sponsoring Insights explains that searching for a simple quantitative conclusion as opposed to a range of insightful data is neither easy nor useful. It’s a good reminder that there is no isolated piece of data that tells you everything you ought to know about your sponsorship performance. Blauw's methodology goes further to ask: how does sponsorship influence the consumer thought process?

"Through deep segmentation of the data, we create subgroups. By comparing these subgroups or segments over time, we can then come close to seeing what the effect of sponsorship is on the behaviour of consumers and the image consumers have of the brand."