July 2016
In the summer of 2016, our market research institute had the pleasure of collaborating on the qualitative research project on the new AS Roma stadium by organizing focus groups in Rome with the research team of Conventions, Sports & Leisure International, a Dallas-based firm specializing in sports and major events consulting.
project introduction
Although the football sector is obviously very developed in Italy, the use of market research for Clubs is not so common. For this reason, we seized the unmissable opportunity to work on a detailed qualitative study with the aim of obtaining insights into the new stadium and its ancillary services that Roma will make available to fans for an even more engaging match experience. We spent an entire week running focus groups with AS Roma fans and business clients, in two field locations between Rome and Milan. The study explored the feedback on the individual and corporate hospitality options, thanks to visuals and videos of the new stadium. The project was very interesting, and allowed us to understand and see the world of fans up close: their passions and their loyalty to the team are an example of unconditional love towards a true love brand.
the brand as a family
In other words, the fans' affection towards the team is built through a daily familiar relationship with the brand, through shared friendships and stories about the club and the team, which make the affection independent from the league table and the season's performances. The new stadium will certainly be able to further increase the fans' experience during matches and their love for the club, thanks to an international level project, among the best in the sector.
Recommended readings
- Dinner Focus Group - Marketing Positioning for Bergamo Ice Cream Makers
Other projects
Customer Study: Online Survey for Kern School
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