What does it take to turn millions of fan interactions into meaningful insight? In this episode, host Karen Lynch sits down with Craig Swaisgood, VP of Data, Analytics & Business Intelligence for the New York Mets, to explore the intersection of data, fandom, and experience design.

Craig shares how his team blends behavioral data, survey insights, and segmentation to understand what truly drives fan engagement—while navigating the emotional highs and lows that define sports fandom. From lagging indicators like ticket sales to real-time fan feedback at Citi Field, this conversation reveals how data informs decisions across marketing, operations, and strategy.

It’s a compelling look at how insights professionals can balance logic and emotion to create experiences that resonate—whether you're in sports or any customer-centric industry.

Key Discussion Points:

• The Emotional Complexity of Fandom Why sports fans defy traditional logic—and how data teams account for emotional volatility in insights
• From Data to Experience Design How the Mets use behavioral, demographic, and psychographic data to shape fan experiences
• Segmentation That Goes Beyond Demographics Building personas based on motivations, behaviors, and life context—not just who fans are, but why they engage
• Lagging Indicators & the Long Game Why ticket sales and sentiment don’t shift instantly—and what that means for interpreting performance
• The Say-Do Gap in Action Fans may complain—but their behavior tells a different story (and data reveals the truth)

Resources & Links:

• New York Mets Official Website
• Citi Field Information
• MLB Fan Experience Insights

You can reach out to Craig Swaisgood on LinkedIn.

Many thanks to Craig Swaisgood for being our guest. Thanks also to our production team and our editor at Big Bad Audio.