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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 — Galatasaray Sports Club |
The requirement - Feasibility study
Galatasaray SK is based in Istanbul and is the most successful club in the history of Turkish football. The club is scheduled to have a new home ground in 2010 when the build of the Turk Telekom Arena is completed.
Comperio Research was commisioned to undertake a feasibility study to estimate the demand for corporate boxes, VIP seats, and club seats at the new venue. The objective was to assess how to optimise revenues, as well as to provide financial modelling to demonstrate potential return on investment.
The solution
Comperio conducted a robust two-fold research programme. The first phase encompassed 25 face-to-face depth interviews with business units in Istanbul, and 6 focus groups with fans and high net worth respondents. This stage aimed to provide a detailed understanding of the incentives, past experiences and expectations of the target market.
After defining the most desired Club Seat and Corporate Box packages via the qualitative research, the second phase saw Comperio utilise market sizing and demand estimation to further test and validate these product proposals and develop a pricing strategy.
Comperio undertook telephone surveys amongst 73 corporate respondents,126 Galatasaray high net worth supporters and an additional 38 high net worth individuals who subscribe to the Galatasaray magazine. This process identified the approximate quantity of each product which would be demanded at a range of prices, thus enabling Comperio to establish the price point at which revenue could be maximised.
The key results
The insight delivered by Comperio, has equipped Galatasaray with an understanding of the full extent of consumer demand for premium seating at the new stadium and a thorough understanding of the expected long term financial yield.
The club is now using the research to inform the design, structure and pricing of all premium products with a view to optimising take-up and profitability.
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