In 2016, I worked at a Los Angeles-based Marketing & Design company called Troika. While there, I worked in a variety of capacities, but the largest and most important project was an investigation into fandom and brand relationships.

Troika and the Fandom Project

I worked within, and eventually took over, the Netnographic (a type of anthropological social listening based primarily in digital environments) Insights team for Troika's Research & Insights department in a year-long study to understand the roots of fandom—what is it, why is it so important to people, and what are the ways that brands can cultivate healthy relationships with their fans?


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What I did

The R&I department was a fairly nascent addition to Troika's environment, and as a result, I ended up wearing a lot of hats. If you're curious about the specifics as to what I did that ended up on the report, click here.

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Fandom Glossary

Chances are you won't have the opportunity to read the Fandom report in full, but there's still ways that you can understand some basic concepts regarding it. I've put together a basic primer of rules and links to articles about how to cultivate a healthy relationship with fans.