Orlando, Fla. (February 17, 2022) — When you’re the originators of basketball style and world icons, fan feedback is critical to future success.

That’s why The Harlem Globetrotters turned to Orlando-based Datanautix, which was able to conduct feedback from the audiences at 35 games over the holidays and provide a summary of the results to the team in just 10 minutes after each game.

And within hours after the last game of the day ended, Datanautix would tell The Harlem Globetrotters exactly what their fans loved and how that varied by game – making it easy for them to make changes before the next day’s games started.

“Datanautix delivered an order of magnitude of more data within minutes – not weeks as before – of the game ending,” says Neel Patel, CTO and co-founder, Datanautix. “This marks the future of how fan feedback will get collected going forward.”

The project covered the entire Holiday Season Blitz for The Harlem Globetrotters. Prompted by a QR code on the Jumbotron, fans scanned the code to participate in the two-minute survey.

Overall, 15 to 20 percent of the fans in the arena took this opportunity to share their feedback. The novel approach resulted in over ten times as many responses per thousand tickets sold as the more traditional post-event surveys sent out by email to ticket buyers.

Fans were asked “what they liked”, “what they want improved” and “what prompted them to come to the game.” Those qualitative fan responses were processed by the Datanautix Ana engine to provide virtually instantaneous insights that were both granular and actionable.

In addition to understanding what elements of the fan experience mattered most, the Harlem Globetrotters received insights into how their media plan led to ticket purchases across different customer segments by channel.

“The Datanautix team executed this project for us in a very short time frame and delivered insights that I didn’t even think were possible” said Sunni Hickman, vice president, marketing & sales at The Harlem Globetrotters. “Their unique approach has allowed us to get a better understanding of our fans in ways that will allow us to continue to build on our brand strategy, growth plans and momentum to Spread Game across our audiences.”

“Our team had about two weeks from the contract to design and deploy a user-friendly process that did not intrude on the fan experience at the live event,” Patel says. “We’ll take this experience to provide those solutions to other live events and transform how organizations can rapidly get high quality and actionable fan feedback.”

Bridging the gap between traditional market research and advanced consumer insights, the Datanautix Ana platform has also helped diverse organizations such as the Orlando Magic (NBA),  Black Box Intelligence and SnackMagic get actionable insights from their customer feedback data.


For more information please contact:

Sanjay Patel, Datanautix, 407-619-3411, sanjay@datanautix.com

Sunni Hickman, The Harlem Globetrotters®, XXX-XXX XXXX, name@harlemglobetrotters.com

Tawanda Carlton, Media Frenzy Global,  910-358-7224, tawanda@mediafrenzyglobal.com

Michael Weiss, UCF Business Incubation Program, 321-281-8384, michael.weiss@ucf.edu

Alan Byrd, Alan Byrd & Associates, 407-415-8470, alan@byrdconnections.com

About Datanautix:

The Datanautix Ana platform helps companies quickly understand what matters to their customers by leveraging the power of open-ended feedback. Built on the latest artificial intelligence technologies, Ana has helped organizations like Red Lobster, JW Marriott, UCF and the Orlando Airport keep their finger on the customer’s pulse. For more information, visit www.datanautix.com.

About Harlem Globetrotters

The originators of basketball style, influencers on today’s game, and skilled athletes of the highest order, the world-famous Harlem Globetrotters have showcased their iconic talents in 124 countries and territories on six continents since their founding in 1926. Proud inductees into the Naismith Memorial Basketball Hall of Fame, their mission to spread game and bring entertainment to the world continues to drive them today. The Globetrotters are basketball innovators who popularized the jump shot, slam dunk, and invented the half-court hook shot. For nearly a century, the Globetrotters have exhibited Black excellence on and off the court, entertaining, inspiring, and uniting families. The Harlem Globetrotters International, Inc. is a subsidiary of Herschend Enterprises, the largest family-owned themed entertainment company in the U.S.  www.harlemglobetrotters.com  Follow them on Twitter, Instagram, Facebook, and YouTube.

About the UCF Business Incubation Program:

The University of Central Florida Business Incubation Program is a community resource that provides early-stage companies with the tools, training and infrastructure to become financially stable, high growth / impact enterprises.   Since 1999, this award-winning program has helped hundreds of local startup companies reach their potential faster by providing vital business development resources.

With seven facilities throughout the region, the UCF Business Incubation Program is an economic development partnership between the University of Central Florida, the Corridor, Orange, Osceola, Seminole and Volusia Counties, and the cities of Apopka, Kissimmee, Orlando and Winter Springs.  Participating companies sustain more than 3,600 local jobs and have had a total impact of $1.51B on regional sales and $2.48B on regional economic output.  During the last fiscal year, the program has returned $7.95 for every $1.00 invested in the program.   For more information, visit www.incubator.ucf.edu