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What we do
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We provide an extensive range of cutting-edge research solutions which enable clients to make informed and successful business decisions.
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| Client case studies — Inter Milan Football Club |
The requirement - Feasibility study
Comperio was commissioned by FC Internazionale (Inter) to provide a comprehensive and robust stadium feasibility study. The club shares access to the San Siro with rivals AC Milan, inhibiting the revenue that can be generated by Inter developing premium corporate hospitality facilities.
A new stadium would give Inter sole control over the design and management of the facilities, including the option of creating bespoke seating products tailored to the club’s supporters and the businesses of Milan.
The size and configuration of the San Siro was not designed specifically for Inter and there was particular interest in using rigorous research to feed into the design of the new stadium.
In addition to conducting a study into the potential price of a fixed stock of seats, Comperio also provided estimates of how the market price would vary with the number of seats offered for sale.
The solution
Our multi-phase research incorporated 10 focus groups; 75 depth interviews; 250 telephone interviews with corporate hospitality decision-makers in Milan; 350 face-to-face interviews with existing fans; and 4,700 respondents for an online survey to develop and test a range of seating products uniquely suited to the corporate and consumer milieu of Milan.
As Milan is the financial and industrial capital of Italy as well as the centre of fashion, the market for seating products is highly varied and segmented. Comperio conducted qualitative research on the differing tastes and preferences of various target populations – ranging from conservative, to comfortable, to exclusive.
The Key results
Due to the economic importance and number of small and medium enterprises (SMEs) in Milan, Comperio tested and identified novel, mid-range premium seating products which would be particularly popular to this corporate market. Likewise, the research produced novel season ticket options which would stimulate demand for season tickets and encourage existing season ticket holders to trade-up to more exclusive seating arrangements, including the premium seating products.
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