Page 24 - The Future is Futbol_September 2022_Draft

THE FUTURE IS FÚTBOL | 2022 REPORT

METHODOLOGY

The Future Is Fútbol Report draws on primary and secondary research and data collection. For the primary
data initiative, researchers relied on quantitative surveys, qualitative interviews with Enthusiasts and
Superfans, and a neuroscience study with bilingual Hispanics.

This research is about people who plan to watch the FIFA World Cup 2022™, referred to in the report
as World Cup viewers. The quantitative phase consisted of a national survey fielded among World Cup
viewers ages 16 and older using a hybrid online and intercept in-person sampling framework to ensure
representation of the hard-to-reach population. The sample consisted of 1,351 completed interviews among
967 Latinos and 384 non-Latinos, representative of soccer followers in the U.S. Estimates of soccer fandom
and World Cup viewing were derived from a national pre-survey screener. Fieldwork was conducted in
February 2022.

In the neuroscience study conducted by the firm Neuro-Insight, fluent Latino bilinguals were the target
because they could watch the game in Spanish or English. This study measured the activity in different brain
regions responsible for guiding viewing behavior. Metrics included the desire to watch certain content longer
and the feeling of strong emotions during the experience. Bilingual Hispanics with similar demographics
were divided into two groups to watch the same 2018 FIFA World Cup™ final (France vs. Croatia) match, with
the only difference being the language of the broadcast.

Glossary

Soccer / Fútbol: World Cup viewers:
These terms are used interchangeably Refers to those who say they will definitely,
to refer to soccer. probably, or may watch the men's FIFA World Cup
2022 .
TM
FIFA World Cup /
TM
World Cup / The Cup / Enthusiasts:
La Copa Mundial / El Mundial: World Cup viewers who call themselves
These terms are used interchangeably to refer "Superfans" or "regular soccer fans."
to the men's FIFA World Cup international
TM
soccer tournament, which takes place every Lean In (Likeability):
four years. Also known as the Hedonic Index.
Refers to liking or disliking the content that
Latino / Hispanic: someone sees. This is closely linked with the
These terms are used interchangeably to refer to desire to continue the experience
people in the U.S. of Hispanic or Latino origin. of watching. (Neuro-Insight Research)

Non-Hispanic: Emotional Intensity:
Refers to those who are non-Hispanic White, Measures how strongly someone feels in a
non-Hispanic Black, non-Hispanic Asian and non- moment. Higher emotional intensity is often
Hispanic other. associated with an experience being more
enjoyable. (Neuro-Insight Research)

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