Neal Game

Senior Director

M+C Saatchi Consulting

As a mathematician and statistician, Neal has a passion for using numbers and analytical tools to unlock growth for clients. A self-confessed segmentation geek (he has conducted over 100 segmentations), he is also an expert volumetric forecaster and product and portfolio optimizer. His experience spans multiple categories and challenges, from identifying the right locations for memorial forests to optimizing packaging to reduce waste and transportation costs.

Sessions

Jun 23

12:25 PM - 12:45 PM GMT+2

Blue Stage

Behavioral Research

Consumer Behavior

Customer Experience

Stakeholder Alignment

Horseracing Reimagined: From Insight to Action

British Racing launched its most comprehensive customer research — a nationally representative study combining 7,500 surveys, interviews and competitor analysis to understand today’s and tomorrow’s fans. As perceptions shift and welfare concerns grow, we’ll unpack how insight is driving a movement that’s reshaping a centuries-old sport.
Key Takeaways:
1. How 7,500+ interviews informed a customer strategy built on behavioral understanding
2. How the sport addresses welfare, accessibility and emotion to attract new fans and drive change
3. How cross-sector and stakeholder collaboration led to a joint vision for the future

Also speaking

Dan O'Sullivan

Head of Programme Delivery, British Horseracing Authority

Speaker

Tim Spencer

Chief Data Officer, M+C Saatchi Consulting

Speaker

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