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How language comparison prepared F1, and its fans for the future of racing

As global lockdown restrictions began to ease in the summer of 2020, Formula 1 needed to start preparing for the times they could start to welcome audiences back to the track.

In order to determine their reopening strategy and communications, the team at F1 needed to know how people felt about attending race weekends, and what they said it about.

Using Relative Insight, they analysed fan conversations happening over time in forums, which they overlaid in the platform with data generated from open-ended questionnaire responses.