Case Study: Australian Football League achieves faster fan insights and smarter decisions with Vision Critical

How 11,000 fans provide timely feedback to drive business decisions

The Australian Football League needed a faster, more reliable way to understand fan sentiment and support strategic decisions beyond gut feel. To do this, the AFL launched Fan Focus, an 11,000-member insight community using Vision Critical’s software to gather timely feedback from diverse fan segments.

With Vision Critical, the AFL can target specific groups and receive answers within 48 hours, often generating response rates above 70%. Fan input helped shape competition-format changes and contributed to a 52% year-over-year increase in satisfaction, while also making internal decision-making more insight-driven and fan-focused.

Australian Football League

Erica County

Research Analyst