Out of interest I searched "Chelsea", for fans Chelsea FC.
Most chelsea fans are apparently female and they f*ckin love Argos.
I note Chelsea also overindex for 'sitting around doing as little as possible', which presumably is because Scott Parker repeatedly took the survey while he was there.
Boring research interpretation alert:
They're trying to show where our fans are more or less likely (vs. the entire population) to own/use/like something. So for cars, we've got an above-average number of Mini owners (if you believe the data), but that's NOT the same as saying "Mini is the No. 1 car owned by Charlton fans" Or that 'most Chelsea fans are women' (it's just that they have more female fans as a %, compared to a team like Man U)
YouGov will assume that media agencies & the like will 'get' this, and presumably don't lose sleep about what any of us here might make of these numbers...
Looked at a few other brands, organisations and institutions. All of them wide of the mark from my personal experience of them and the people within them.
Comments
Most chelsea fans are apparently female and they f*ckin love Argos.
https://yougov.co.uk/profiler#/Crystal_Palace_F_C/demographics
Man Utd
Liverpool
all say the average fan is a woman
Boring research interpretation alert:
They're trying to show where our fans are more or less likely (vs. the entire population) to own/use/like something. So for cars, we've got an above-average number of Mini owners (if you believe the data), but that's NOT the same as saying "Mini is the No. 1 car owned by Charlton fans" Or that 'most Chelsea fans are women' (it's just that they have more female fans as a %, compared to a team like Man U)
YouGov will assume that media agencies & the like will 'get' this, and presumably don't lose sleep about what any of us here might make of these numbers...
Looked at a few other brands, organisations and institutions. All of them wide of the mark from my personal experience of them and the people within them.