What tennis can teach us about marketing research

What champions and high-performing companies have in common: analysis

In high-level sport, performance does not solely depend on talent.

In tennis, becoming number 1 is the result of a precise combination: well-identified strengths, a constant ability to adapt, and above all… arigorous analysisbefore, during, and after each match.

This logic applies exactly to businesses. And that is what makes marketing research and data analysis essential today.

Every player has their style… just like every business

In tennis, each player offers a different 'proposition':

• John Isner dominates with a powerful serve.

• Rafael Nadal imposes a unique topspin forehand and strategic endurance.

• Roger Federer has long excelled with exceptional versatility.

And each must know how to perform on multiple surfaces: fast grass, tactical clay, more neutral hard courts.

Being number 1 sometimes means being excellent everywhere… or exceptional in a particular area (like Nadal and his 39 consecutive victories at Roland-Garros).

👉 Similarly, each business operates on its 'surfaces' — its markets, its products — with its strengths and points of leverage.

What differentiates the best: analysis

The best players do not win because they hit harder.

They win because they understand better what is happening on the court.

And this is not just a metaphor: the most successful players intensively use data.

▶ Novak Djokovic

One of the best examples.

His team uses an advanced video analysis and data (developed with Infosys) to identify key patterns of play.

His analyst Craig O’Shannessy explains:

"Out of 100 points, you need to identify the 10 to 15 most important, and understand which patterns of play Djokovic needs to repeat." -computerworld

Djokovic has even used AI to analyse the patterns of his opponents before Wimbledon.

▶ Andy Murray

Murray takes a completelydata-driven approach.

He analyses his movements, intensities, accelerations to optimise his training without exhausting his body. - breakawaydata.com

▶ The growing role of analysts

Judy Murray emphasises that elite players now have data experts, alongside traditional coaches.

Today, data is no longer a bonus.

It is an integral part of champions' strategy.

And for businesses?

It is exactly the same logic.

Leading companies are not those that work “harder”, but those that understand:

• How they are perceived,

• Where their real strengths lie,

• How their customers behave,

• What opportunities are emerging,

• How their competitors are positioning themselves.

Like a player before a match, they analyse to play better.

Market research is your tactical equipment.

Data analysis is your real-time game vision.

Together, they allow you to act like a number one player.

The role of the ‘coach’: an outside perspective that changes everything

A coach does not play in place of the player.

They provide a neutral perspective, reliable data, and the ability to see what the player no longer perceives.

This is exactly what I bring to companies:

• Customer data analysis

• Marketing studies (quantitative, qualitative, segmentation, satisfaction)

• Identification of differentiation levers

• Strategic recommendations

• Establishing a data-driven culture

My goal: to enable you to make informed, relevant decisions… and to play to win.

What if we teamed up?

Champions understand this:

You win more often when you know why.

If you want to better understand your customers, your performance, and your opportunities, I would be delighted to discuss with you to analyse your data and help you build a solid strategy.

📩 Contact me at: antoine.adalytics@gmail.com

And perhaps together we can make your business the future number one in your market.