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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 — Silverstone |
The requirement — Event research
Comperio Research was commissioned to conduct on-site research at seven Silverstone events including Formula 1 British Grand Prix and Grand Prix Masters.
The main objective of the research programme was to undertake in-depth consumer profiling.
The solution
Comperio used state-of-the-art self-completion kiosks to collate the data. This technology enables robust samples of data to be collected with high confidence levels.
A quantity of 8-10 kiosks were stationed at each event for two days. The units – which were all pre-loaded with a customised questionnaire – were assembled in a specific area to form an interactive attraction within the venue. An incentive was offered to encourage a healthy participation rate. As a result, a robust sample size of up to 1029 was achieved for each event.
Comperio managed to gather comprehensive intelligence on:
Visitor demographics
Visitor satisfaction
Visitor motivation for attending the events
Visitor awareness of publicity
Visitor attitudes and behaviour
Visitor spending power
Media consumption
Brand usage within the motor sports arena
Comperio analysed the feedback from each event individually but also provided comparative data to add context.
Silverstone has used the research findings to inform improvement strategies, which will hopefully lead to an enhanced visitor experience and increasingly effective marketing campaigns.
The study was re-commissioned for a further season. This was particularly beneficial, as the year on year comparisons enabled Comperio to track trends and pinpoint significant changes in opinion.
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