|
|
|
|
What we do
|
We provide an extensive range of cutting-edge research solutions which enable clients to make informed and successful business decisions.
|
|
|
|
|
| Client case studies — Wembley Stadium |
The requirement – Feasibility study
The new Wembley Stadium boasts 90,000 seats and is the largest covered football stadium in the world. The venue required primary and secondary research to inform the structure and development of its commercial seating programme, and to establish revenue forecasts for use in planning and funding applications.
The solution
Comperio Research conducted some 200 in-depth business-to-business interviews and 500 telephone research interviews. And a selection of high-income net worth individuals, as well as the wider business community were interviewed to sense-check assumptions and clarify segmentation and pricing points.
To enable the client to understand how the market was segmented, appropriate facilities and packages were designed to be tested within the market. These included elements such as corporate hospitality, debenture seats and executive boxes.
Comperio’s research programme measured the likely demand for these packages and established how much potential purchasers were willing to pay for them, and then determined how revenues could be maximised based on upfront fees or annual “membership” fees.
The key results
The key output was the delivery of a comprehensive and robust market segmentation and premium seating pricing study, which was a crucial component in the bid to secure funding for the new Wembley Stadium.
Due to the recommendations put forward to the client, estimates for corporate hospitality and premium seating revenues were increased from £280 million to £600 million over a ten year period, with sales nearing £600 million after a year on the market.
|
|
|
 |
|
|
|
|
|
|
