Using research to improve the Team DetermiNation experience for the American Cancer Society

DetermiNation is the American Cancer Society’s event endurance program, spanning a variety of sports including cycling, running, hiking, yoga and more. Team DetermiNation wanted to explore the experience among its participants across a variety of events in order to identify ways to create a more unified and cohesive experience. A survey among participants revealed differences in experiences and opportunities for improvement. The presentation will discuss how the research results are being used by the American Cancer Society to grow brand engagement and improve the participant experience.

Key Takeaways:

1. How to manage a sub-brand under a large and recognizable main brand.
2. Challenges with surveying a non-profit audience.
3. Using research to improve the customer experience

Case Study Joint Presentation Non-Profit