Six months after Liberty Media's Formula 1 takeover, market research has become key. Kate Walker talks to market research experts Nielsen about the state of the sport and how to reach the casual fan. Market research has become something of a buzzphrase in the Liberty era of F1, with the sport’s new owners making a concerted push to not only better market the sport itself through events like July’s F1 Live event in London, but also to use research to extend F1’s reach beyond its core fanbase. Nielsen Sports is a global leader in researching consumer behaviour, media consumption, and related data analysis, and Motorsport.com spoke with Samantha Lamberti, head of motorsport for Europe,...
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