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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 — Panathinaikos Football Club |
The requirement - Feasibilty study
Panathinaikos FC, which is one of the oldest and most successful clubs in Greek football history, contracted Comperio Research to undertake a feasibility study to estimate the demand for Corporate Boxes, Open Boxes and VIP Seats at the new Votanikos Arena. The objective was to gauge the potential revenue which could be derived from a new stadium in Athens with modern hospitality and premium services.
The Solution
Comperio conducted a two phase research process over a three month period, comprising both quantitative and qualitative research.
The first stage encompassed 6 focus groups and 25 face-to-face depth interviews with Athens-based business units with an annual turnover of more than €1 Million. The aim being, to acquire a detailed appreciation of the expectations of the target demographic, and to define and develop concepts for Premium Seat, Open Box and Corporate Box packages.
In a bid to test the size of the market and estimate demand for these products, quantitative research was undertaken throughout the second phase, involving 6,204 online surveys; 322 interviews with Panathinaikos ticket club members and season ticket holders; 46 telephone interviews with corporates, and lastly 233 Interviews with Panathinaikos VIP seat holders and season ticket holders with a household income of more than €20,000.
Comperio focused on validating the pricing strategy by estimating the quantity of each product which would be demanded at a range of prices. This approach enabled Comperio to identify the price point at which revenue could be optimised.
Throughout this stage Comperio also assessed the likely income that could be delivered through the sale of sponsorship packages and other commercial rights.
The Key results
Comperio ‘s research programme established the economic feasibility of the proposed development and identified the types of hospitality and premium products best suited to the Athens marketplace. The research also equipped Panathinaikos with a clear understanding of the potential financial yield of these products, as well as that of their other commercial revenue streams.
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![Panathinaikos Football Club]() |
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