Successful Surveys: How will the results be used? (cont.)

by Jenny on September 5, 2013 Comments Off on Successful Surveys: How will the results be used? (cont.)

Building off our Successful Surveys: Ask the Right Questionspost, 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 Result1
  • 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-]

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.

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Jenny Dinnen is President of Sales and Marketing at MacKenzie Corporation. Driven to maximize customer's value and exceed expectations, Jenny carries a can-do attitude wherever she goes. She maintains open communication channels with both her clients and her staff to ensure all goals and objectives are being met in an expeditious manner. Jenny is a big-picture thinker who leads MacKenzie in developing strategies for growth while maintaining a focus on the core services that have made the company a success. Basically, when something needs to get done, go see Jenny. Before joining MacKenzie, Jenny worked at HD Supply as a Marketing Manager and Household Auto Finance in their marketing department. Jenny received her undergrad degree in Marketing from the University of Colorado (Boulder) and her MBA from the University of Redlands.

JennySuccessful Surveys: How will the results be used? (cont.)