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Learning Goal – students will be conducting a market segmentation,
motivation, and fan analysis for a specific person. This is an
individual assignment, though you will be able to work with someone
in the class to complete this task if you choose to analyze a fellow
classmate.
Success Criteria – I will:
Create a fan profile using demographics, psychographics,
geographics, product use statistics, and theories of motivation
Identify the 4 theories of fandom and the characteristics of each
level as they pertain to the fan
Analyze the levels of fandom for the chosen fan with ample evidence
Use graphics, images and professional editing to enhance the fan analysis report
Choose a person to interview – this could be a family member, friend, coworker,
classmate, teammate, etc. I do not need to include this person’s name in my assignment
Conduct an interview with this person. The interview could be a conversation, video call,
even an email or series of text messages!
Use interview answers to create a segmentation and fan profile
Format my report using the following guidelines:
➔ Title Page (title of assignment, student name & number, teacher name, date, course code)
➔ Size 12 font, 1” margins and page numbers in the footer
➔ Line spacing for paragraphs is 1.15
➔ Introduction (who is your fan and how do you know them) and Conclusion (what have
you learned about them and their sports and/or entertainment consumption)
➔ Easy to read (headings, white space, organized, flow)
➔ Use of professional language
➔ Edited for spelling, grammar and punctuation
➔ Headings to separate sections
➔ Consistent formatting
➔ Use of colourful images/visuals to enhance profile and analysis
➔ Attractive and professional design (editing, layout, artistic choices) to make the report
appealing
The Interview: follow these steps to help you

1. Pre-Interview
   Create a list of questions that you would like to ask. A good list includes questions related
   to each part of the profile so it’s a good idea to be prepared.
   You may choose to send the questions to your interviewee ahead of time.
   Though it may be tempting to have your interviewee respond in writing, you will likely get
   more detailed responses if you are speaking directly to them, and you will also be able to
   ask follow up questions if needed.
2. During the Interview
   Take detailed notes or record your session so that you can read/watch/listen to it again
   Ask for clarification where needed
   Ask follow up questions!
   Encourage your interviewee to give detailed answers and examples.
3. Post-Interview
   Compile your interview notes and sort the information you’ve received into the following 3
   parts:
   Part A: Market Segmentation Profile
   *Note: for this section you can format it using paragraphs or in a table. (maximum 2 pages)
   Identify and describe their demographic characteristics
   Identify and describe their psychographic characteristics
   Identify and describe their geographic characteristics
   Identify their product use statistics (use and benefit)
   Identify their buying motives (emotional, rational, patronage, CSR related consumption)
   Identify and describe their personal motivations according to Maslow and Thorndike
   Example of Market Segmentation Profile in Paragraph Form
   The consumer is a female in the 30-45 age bracket, married with young children. She is of South
   Asian descent and holds a university degree. She works in a professional setting and earns a
   middle-upper income wage. Continue with psychographics, geographics and product use…
   Given her age and lifestyle, the consumer has met her needs in the Physiological and Security levels
   of Maslow’s Hierarchy, and is focused on Belonging, Esteem and Self-Actualization. She works to
   strengthen relationships by using chat apps and meeting regularly with friends and family in social
   settings. The consumer is highly focused on creating a happy and comfortable home for her family,
   and engages in many activities that allow for togetherness and bonding. Examples of these activities
   include baking, playing games and doing crafts, and family movie nights. Happy memories are
   created through family vacations and celebrations, such as camping, birthday parties and family
   gatherings, especially for holidays.
   The consumer is highly motivated by the love she gives and receives and continuously seeks to
   replicate these warm feelings. The consumer also seeks recognition for a job well done, and is
   motivated by external praise and appreciation of her efforts in the professional setting.
   She uses goods and services that make her feel good about herself such as the gym and a wellness
   app, and is interested in taking workshops, courses and professional learning opportunities to explore
   other ambitions to truly learn more about her capabilities.
   She responds well to good customer service, organizations that are mindful of their carbon footprint,
   and loyalty programs, and is deterred by excessive emailing from brands and shipping delays
   Continue with examples for Thorndike’s Law of Effect…
   Part B: Long-Term Fan Profile
   *Note: Format this section using paragraphs. (maximum 2 pages)
   Identify a performer/band/player/team, etc. they are a long term fan of
   Determine their loyalty, consumption, engagement and fan behaviours to figure out what
   type of fan they are and to what degree – what do they “do” to demonstrate their level of
   fandom?
   Provide a minimum of three (3) pieces of evidence for each of the theories:
4. Frequency Escalator (consider what would make them go down a level)
5. Psychological Continuum Model
6. Fan Typology Analysis
   Part C New Fan Profile
   *Note: Format this section using paragraphs. (maximum ½ page)
   Identify one performer/band/player/team etc. they are a NEW fan of
   Using the New Sports Consumer Theory, identify 1 of the 4 categories and explain the
   new fan behaviour by giving specific examples and rationale.
   Fan Analysis Assignment Rubric
   Criteria Level 4
   (8-10)
   Level 3
   (7)
   Level 2
   (6)
   Level 1
   (5)
   Market
   Segmentation
   Profile and
   Motivation
   Profile variables are
   very well defined.
   Excellent depth and
   detail throughout.
   Very accurate
   examples as they
   pertain to each
   motivational theory.
   Profile variables are well
   defined. Good depth and
   detail throughout.
   Accurate examples as
   they pertain to each
   motivational theory.
   Profile variables are
   somewhat well defined.
   Some depth and detail
   throughout.
   Somewhat accurate
   examples as they pertain
   to each motivational
   theory.
   Profile variables are
   minimally defined.
   Minimal depth and detail
   throughout.
   Limited accuracy in
   examples as they pertain
   to each motivational
   theory.
   Fan Analysis and
   Theories
   Analysis is very
   consistent with the
   profile and the
   connection to all 3 fan
   theories is excellent.
   Very strong and
   detailed evidence of
   behaviours, activities
   and consumption.
   Analysis is consistent with
   the profile and the
   connection to all 3 fan
   theories is good. Strong
   and detailed evidence of
   behaviours, activities and
   consumption.
   Analysis is somewhat
   consistent with the profile
   and the connection to all
   3 fan theories is fair.
   Moderate evidence of
   behaviours, activities and
   consumption.
   Analysis is consistent with
   the profile and the
   connection to all 3 fan
   theories is minimal. Very
   limited evidence of
   behaviours, activities and
   consumption.
   Communication
   Excellent use of writing
   conventions,
   professional language
   and formatting.
   Excellent use of images
   and layout. Very
   appealing marketing
   report.
   Good use of writing
   conventions, professional
   language and formatting.
   Good use of images and
   layout. Appealing
   marketing report.
   Moderate use of writing
   conventions, professional
   language and formatting.
   Moderate use of images
   and layout. Somewhat
   appealing marketing
   report.
   Limited use of writing
   conventions, professional
   language and formatting.
   Limited use of images
   and layout. Very
   appealing marketing
   report.
   Fan Analysis Assignment Rubric
   Criteria
   Level 4
   (8-10)
   Level 3
   (7)
   Level 2
   (6)
   Level 1
   (5)
   Market
   Segmentation
   Profile and
   Motivation
   Profile variables are very
   well defined. Excellent
   depth and detail
   throughout.
   Very accurate examples as
   they pertain to each
   motivational theory.
   Profile variables are well
   defined. Good depth and
   detail throughout.
   Accurate examples as they
   pertain to each motivational
   theory.
   Profile variables are
   somewhat well defined.
   Some depth and detail
   throughout.
   Somewhat accurate
   examples as they pertain to
   each motivational theory.
   Profile variables are
   minimally defined. Minimal
   depth and detail throughout.
   Limited accuracy in examples
   as they pertain to each
   motivational theory.
   Fan Analysis and
   Theories
   Analysis is very consistent
   with the profile and the
   connection to all 3 fan
   theories is excellent. Very
   strong and detailed
   evidence of behaviours,
   activities and consumption.
   Analysis is consistent with
   the profile and the connection
   to all 3 fan theories is good.
   Strong and detailed evidence
   of behaviours, activities and
   consumption.
   Analysis is somewhat
   consistent with the profile
   and the connection to all 3
   fan theories is fair. Moderate
   evidence of behaviours,
   activities and consumption.
   Analysis is consistent with
   the profile and the connection
   to all 3 fan theories is
   minimal. Very limited
   evidence of behaviours,
   activities and consumption.
   Communication
   Excellent use of writing
   conventions, professional
   language and formatting.
   Excellent use of images
   and layout. Very
   appealing marketing
   report.
   Good use of writing
   conventions, professional
   language and formatting.
   Good use of images and
   layout. Appealing marketing
   report.
   Moderate use of writing
   conventions, professional
   language and formatting.
   Moderate use of images and
   layout. Somewhat appealing
   marketing report.
   Limited use of writing
   conventions, professional
   language and formatting.
   Limited use of images and
   layout. Very appealing
   marketing report.
   Fan Analysis Assignment Rubric
   Criteria
   Level 4
   (8-10)
   Level 3
   (7)
   Level 2
   (6)
   Level 1
   (5)
   Market
   Segmentation
   Profile and
   Motivation
   Profile variables are very
   well defined. Excellent
   depth and detail
   throughout.
   Very accurate examples as
   they pertain to each
   motivational theory.
   Profile variables are well
   defined. Good depth and
   detail throughout.
   Accurate examples as they
   pertain to each motivational
   theory.
   Profile variables are
   somewhat well defined.
   Some depth and detail
   throughout.
   Somewhat accurate
   examples as they pertain to
   each motivational theory.
   Profile variables are
   minimally defined. Minimal
   depth and detail throughout.
   Limited accuracy in examples
   as they pertain to each
   motivational theory.
   Fan Analysis and
   Theories
   Analysis is very consistent
   with the profile and the
   connection to all 3 fan
   theories is excellent. Very
   strong and detailed
   evidence of behaviours,
   activities and consumption.
   Analysis is consistent with
   the profile and the connection
   to all 3 fan theories is good.
   Strong and detailed evidence
   of behaviours, activities and
   consumption.
   Analysis is somewhat
   consistent with the profile
   and the connection to all 3
   fan theories is fair. Moderate
   evidence of behaviours,
   activities and consumption.
   Analysis is consistent with
   the profile and the connection
   to all 3 fan theories is
   minimal. Very limited
   evidence of behaviours,
   activities and consumption.
   Communication
   Excellent use of writing
   conventions, professional
   language and formatting.
   Excellent use of images
   and layout. Very
   appealing marketing
   report.
   Good use of writing
   conventions, professional
   language and formatting.
   Good use of images and
   layout. Appealing marketing
   report.
   Moderate use of writing
   conventions, professional
   language and formatting.
   Moderate use of images and
   layout. Somewhat appealing
   marketing report.
   Limited use of writing
   conventions, professional
   language and formatting.
   Limited use of images and
   layout. Very appealing
   marketing report

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