Every weekend, millions of football fans across the UK gather round their screens – not to watch the football, but to organise their Fantasy Football teams. Dream Team wanted to increase its share of this engaged fanbase, and saw content sharing as a key means of doing so.

In order to create compelling content for their 1 million users, Dream Team needed to make sure they were speaking their language. To discover what kinds of content fans were passionate about and sharing, we deployed qualitative, interactive research. This allowed us to identify their friction points that prevented them from sharing content, which meant Dream Team could keep current players engaged, and show future players the joys of Fantasy Football.