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See how the Warriors create incredible experiences with insights from their customers, employees, and market.

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San Francisco



Customer experience
Market research
Employee experience

As both a formidable NBA team and a celebrated live entertainment company, the Golden State Warriors are all about delivering amazing experiences—and they know that feedback is a business imperative. The data-driven organization relies on SurveyMonkey to not only conduct market research and enhance the fan experience, but also to foster an engaged and inclusive workforce. With actionable insights from the people who matter most to their business, the Warriors are better equipped to make strategic decisions and achieve new levels of success.

The Warriors’ customer experience encompasses fans who are courtside at a game, streaming eSports at home, or catching a concert at Chase Center, the 18,000 seat stadium that the organization owns and manages. With insights from SurveyMonkey, they’ve discovered new business opportunities as well as new ways to reach casual fans and the broader market.

“SurveyMonkey allows us to ask what matters and find out what resonates within the marketplace,” said John Beaven, chief revenue officer. “It’s helped reinforce some of the things that we have been doing and identify new opportunities where we can continue to grow.

Based on market research findings, the Warriors introduced more diverse dance teams, uncovered the importance of onsite social media opportunities, and even changed their tip-off time based on fans’ preferences. With SurveyMonkey, the Warriors have a platform that helps them continuously improve their branding efforts and develop innovative experiences for customers in the Bay Area and beyond.

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Charles Gao
Director of Business Strategy and Analytics

“Having up-to-date information on our employee experience is absolutely critical for us to make good decisions,” said Erin Dangerfield, senior vice president of people and culture. With employee feedback from SurveyMonkey, the Warriors expanded their diversity, equity, and inclusion initiatives to provide more targeted support and services. They also got a more nuanced understanding of the employee experience, including how that experience varies across different groups of people.

Being able to parse data by business unit, department, and demographics has helped Dangerfield and her team make data-supported decisions on how to allocate budget, create new benefits, and respond quickly to pressing issues like the COVID-19 pandemic. The real-time feedback informs DEI strategies and helps the Warriors keep up with the evolving needs of each and every employee.

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Erin Dangerfield
Vice President of People and Culture
Golden State Warriors

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