Building off our “Successful Surveys: Ask the Right Questions” post, covering an effective strategy to survey development, we recently dug deeper into the jump-off question, “How will the results be used?” The National Football League asking fans to answer questions regarding the effectiveness of Sponsor/Partner advertising and promotional efforts, further explains the underlying concept. Since having posted that example, another relevant NFL research effort has come to our attention.
This second independent survey-based research project inquired as to the satisfaction of NFL fans regarding their onsite game-day experiences. The NFL, in coordination with individual teams, telecom companies, and other forms of media, collected data focused on:
- Fan perception; onsite game-day experiences
- Fan preferences; onsite game-day experiences
- Fan opinions; onsite game-day experiences
Ultimately hoping to improve the fan’s onsite game-day experience, the League needed to first establish a general understanding of fan sentiment on an individual team level; from there each individual team could determine how to allocate their resources accordingly. Looking to establish areas of strength, areas in need of improvement, and develop a list of best practices, the NFL and its participating stakeholders created a unique line of survey questions to provide such insights.
[For more info- http://www.profootballweekly.com/2012/08/03/nfl-exec-discusses-improving-in-game-experience]
While the aforementioned research projects are similar in methodology, they distinctly differ in scope and purpose. Holding a focus on the desired outcomes, the effectiveness of sponsor ads/promos and measuring fan satisfaction levels to improve the onsite game-day experience. This helps maintain their individual identities so the data collection process yields useful results in addressing the research objectives.