Alchemer helped Flashscore break through long-held assumptions and see their users in a whole new light. What started as one ambitious survey sparked a company-wide transformation—reshaping strategy, fueling millions in new revenue, and changing the way decisions get made every day.
“The ability to conduct strategic research globally and at scale with Alchemer enabled our company to fine-tune our strategy. The comprehensive research findings resulted in millions of euros in additional revenue.”
— Jan Valder, Head of Product Design and Research, Livesport / Flashscore
Flashscore, a flagship product of Czech-based Livesport, is a global leader in real-time sports scores, statistics, and updates. Covering nearly 40 sports and thousands of competitions, Flashscore delivers not just scores but live text and audio commentary, news, and video, keeping fans connected to the sports they love. The company operates in more than 150 countries, serves 100 million monthly users and generates more than 30 billion views every month on its websites and apps.
Growth without insight is like playing sports without a playbook, it’s hard to keep the team aligned and repeat success. Flashscore was winning big—100 million monthly users, skyrocketing growth, and a product fueled almost entirely by word-of-mouth. Beneath that success was a blind spot: there wasn’t a clear picture of who those users were. Inside the company, there was a strong belief that users were just like the employees themselves, young, football-playing, highly active sports fans who wanted to be informed on sports scores and stats.
That’s where Jan Valder, Head of Product Design and Research, stepped in. He quickly realized this user profile was more assumption than fact. Leading a small but mighty team, Jan set out to uncover the truth and launched the largest strategic study in company history: a 65-question survey targeting 100,000 completed responses.
Flashscore’s research team had the right tools to launch this study, but the process was broken. Web and mobile surveys ran on separate platforms, This forced duplicate work, required multiple translations, and involved manual distribution across channels. Using separate platforms to run a massive market research study this way was like playing two games at once with the same team. It was unsustainable and time-consuming. What they needed was simple: one survey that could reach every user across every platform, support multiple languages, and capture high-quality insights from a global audience.
“Alchemer makes executing omnichannel surveys at scale simple, reliable, and flexible enough to handle even the most complex requirements. For organizations like ours with massive user bases across multiple platforms, it’s been a game-changing solution that delivers both the technical capability and business impact we need.”
— Jan Valder, Head of Product Design and Research, Livesport / Flashscore
Flashscore turned to Alchemer to launch its ambitious research study, reaching users across web and mobile.
When the survey results came in, the findings were transformative: large percentage of users were sports bettors, not the casual fans many inside the company had assumed. The research revealed that many users rely on Flashscore as a tool for analyzing and tracking metrics to support betting. This myth-busting insight changed the mindset of the entire organization.
Jan recalls, “When we presented the research numbers to the management, they immediately understood the consequences and impact. Product roadmaps started to change overnight.”
The research uncovered five distinct user personas, giving Flashscore a clear understanding of the diversity of their users really were and allowing them to target each group more effectively. These insights completely reshaped Flashscore’s strategy—guiding monetization decisions, redefining product roadmaps, and giving leadership a clear, validated picture of their true audience. This unified, data-driven approach has transformed how Flashscore makes decisions, ensuring every new feature and initiative is built on a deep understanding of user needs.
Early on, Flashscore was collecting 500,000 NPS responses a year, but the score fluctuated wildly, sometimes swinging 20 points in a single week, without any corresponding product or business changes. The NPS score alone wasn’t giving meaningful insight or connecting back to what users needed.
Realizing NPS didn’t reflect the value Flashscore delivered, Jan proposed a shift to needs-based CSAT tailored to five user personas identified by the research study. The persona-based CSAT questions directly measure how well the platform helps users achieve their goals, like finding matches or analyzing stats. Questions like “Did Flashscore help you find a good match today?” or “Was your analysis of the match helpful?” were more aligned to what users actually came to the platform to do. Answering these questions will help Flashscore measure the app’s true value and how effectively the platform delivers on those needs.
App store ratings are another example of how Flashscore used Alchemer to understand global audiences and data at scale. Jan’s team noticed an odd pattern—ratings were consistently lower in some countries, even though user engagement remained strong.
To find out why, they ran a cultural ratings survey through Alchemer, testing different formats: star ratings, numbers, letters, and smiley faces. The discovery was eye-opening: in some markets, the education system teaches that “1” is best and “5” is worst. Users were giving “one-star” ratings thinking it meant “excellent.”
This insight changed how Flashscore interpreted ratings data and influenced how they asked for feedback in different regions.
Here’s what Flashscore unlocked with Alchemer:
Jan’s team had seen success with the Alchemer Survey on the web. After evaluating several alternatives, including big-name competitors, they chose Alchemer Digital for its flexibility and scale, both critical to launching surveys seamlessly across web and mobile as part of their user research study.
Alchemer addressed Flashscore’s needs with:
“The ability to conduct strategic research globally and at scale with Alchemer enabled our company to fine-tune our strategy. The comprehensive research findings resulted in millions of euros in additional revenue.”
— Jan Valder, Head of Product Design and Research, Livesport / Flashscore
Alchemer gave Flashscore the clarity it needed to move from assumptions to evidence. With powerful survey design, seamless deployment, advanced targeting, and easy-to-use reporting, Flashscore doesn’t just collect feedback, it builds its future on it.
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