Business Challenge:

MLB needed research to better inform strategic decision making on topics ranging from its schedule to media rights to the overall fan experience.



Navigate conducted a mix of custom market research studies that included:

  • Large-scale quantitative research to gather data on the desired topics and develop a national segmentation of baseball fans
  • On-site intercepts at MLB parks to probe into the attitudes and behaviors of attendees, including the “why” behind those responses
  • A predictive market study to utilize the wisdom of the masses in forecasting what actions or initiatives will (or will not) be most impactful in the future across key MLB’s key objectives.

After collecting a significant amount of research and data, Navigate determined the most relevant insights and created both an executive summary with recommendations, and a comprehensive report detailing the findings and reasoning behind those recommendations.



MLB refers to Navigate’s report as “the deck” and has included it in onboarding for all hires over the past two years as the league has built out its internal strategy team. MLB’s presidential subgroups have also utilized the work t0 prioritize areas of focus and determine next steps for the game’s future.