The Business of Fandom

Susan Kresnicka - Founder & President, Kresnicka Research & Insights

Founder and President of Kresnicka Research & Insights (KR&I), Susan is a cultural anthropologist with more than 25 years of experience in the commercial sector. Specializing in foundational research to establish core human drivers for consumer behavior, Susan has led large-scale, multi-modal research projects for a range of industries. Over the last 15 years, Susan has developed expertise in fandom and fan studies, conducting fan-centered research for iconic entertainment IP brands, sports teams, and brands built around passionate hobbyists. In 2023, KR&I launched The Fandom Institute, a division of KR&I dedicated to building and sharing knowledge about fans and fandom. By tying consumer behavior to core human needs, Susan’s research – whatever the topic may be – helps clients establish enduring and meaningful bonds with the people upon whom their success relies.

Robert V. Kozinets - Professor of Journalism, University of Southern California

Robert V. Kozinets is an innovator whose methods and theories are widely used by researchers and organizations around the world. In 1995, he invented netnography, an application of ethnographic methods to the understanding of digital interaction. Since that time, he has taught digital research methods combined with marketing and branding theories, practices, and ethics to academics as well as to companies, such as American Express, L’Oréal, Sony, Merck, Nissan, TD Bank, Campbell Soup, and many others. Asking questions about technology, entertainment, religion, and desire, his research empowers a more cultural and passionate approach to the new media economy. He has edited and authored eight books, including Netnography Unlimited (2021). His co-authored work Influencers was released in 2022. He has more than 120 publications, many of them highly cited articles in top-tier academic journals, as well as seven research videographies and numerous published poems. Kozinets is associate editor at the Journal of Marketing and the Journal of Consumer Research and an incoming chair of the Policy Board of the Journal of Association for Consumer Research. He lives in Los Angeles and enjoys painting, poetry, playing guitar, and gardening.

Kristen Zimmer - Director of Partnerships, SEGA

A brand innovator and industry expert with 20+ years of experience. Zimmer is known for successfully spearheading brand licensing, collaborations, partnerships, cross-channel campaigns and marketing programs for top companies/brands across multiple industries. Over the past 11+ years, Kristen has worked with SEGA of America and Sonic the Hedgehog’s US team dedicated to lifestyle and brand collaboration. Focusing on innovation, trend and brand connection, she creates programs that extend and elevate the consumer experience while building on storytelling, intention and authenticity that is integral for fandom. From beauty to fashion to toy to CPG, the goal is to curate authentically unique moments, integrating brand touchpoints throughout lifestyles. Some key collabs include Crocs, Puma, Rowing Blazers, Stray Rats, GlamGlow, BrainDead, McDonalds, IOC x Sonic, Rice Krispies Treats and more.

Ben Van Der Fluit - SVP of Business and Content Development, Critical Role

Ben is a California native who has a lengthy career in the entertainment industry. He started as a Production Assistant on the Transformers films and eventually became a Hasbro employee on the Universal Studios backlot. In 2013, he transitioned into digital content and joined the emerging Maker Studios as a leader of their gaming vertical. He continued to grow the branded content division of Maker through its 2014 acquisition by Disney, and joined Legendary in 2017 to oversee all aspects of their own gaming business, Geek & Sundry. He is the SVP of Business and Content Development at Critical Role, and aims to accelerate the growth of the Critical Role franchise beyond the screen into new mediums and ventures. In his personal life, Ben enjoys staying active, music, history and spending time with his wife and family.

Bimma Williams - Principal, Bimma Collab Consultancy

Bimma Williams is the Founder and Chief Collab Officer of Bimma Collab Consultancy, where he advises brands on high-stakes collaboration decisions with material impact on brand equity and growth. Recognized by HYPEBEAST as The Voice of Collabs, he has driven over $1.5 billion in revenue through strategic partnerships at Nike, adidas, Yeezy, and Saucony. He is the co-creator of the Bimma x Tracksuit: Collab of the Year Report, an industry benchmark referenced by Business of Fashion. His work supports CMOs and executive teams navigating collaboration decisions where visibility is high and the cost of getting it wrong is lasting.