Episode 7: Psychology in Fan Experience — with April Seifert (Sprocket CX)

Host Ben Hookway talks with April Seifert, President & Data Scientist at Sprocket CX, about the psychology behind fandom. They discuss the 12 drivers of fandom, why demographics fail to predict behaviour, how player fandom reshapes loyalty, and how teams can use psychological insight to create personalised, emotionally resonant fan experiences.

Host Ben Hookway speaks with Bret McCormick, Reporter at Sports Business Journal, on how stadiums are evolving — from frictionless entry, premium seating to flexible ticket packages. They also discuss why the 2026 World Cup may be the most expensive fan experience in history.

Host Ben Hookway speaks with Tara Austin, Behavioural & Brand Strategist and Partner at Ogilvy, about how behavioral science helps brands stay human in an AI-driven world. They discuss the balance between data and emotion and why understanding people is still the ultimate competitive edge.

Host Ben Hookway speaks with David Boyle about how AI is reshaping the insights industry. Drawing on conversations with more than 30 global insight leaders, David shares what’s really happening behind the scenes — from adoption barriers and vendor challenges to the promise of agentic AI and how teams can prepare for what’s next.

Ben Hookway talks with Rachel Goodger, CRO at CrowdIQ, about how AI and visual data are changing the way teams understand their fans. They explore what teams often get wrong about who’s in the crowd, how women’s sports are reshaping fandom, and what really happens during those stadium ad breaks.

In this episode, host Ben Hookway speaks with Sam Valentine, Strategic People & Culture Leader at Miro.

They discuss how organizations can move beyond engagement surveys to uncover root causes, how AI is transforming employee listening and why culture should be designed with intention.

In our very first episode, host Ben Hookway, CEO at Relative Insight, sits down with Pete Woodward, former Head of Consumer Insights at the LA Clippers. Together, they dive into the world of sports fandom, uncovering what truly drives fan engagement and how organizations can turn those insights into powerful business strategies.

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