In the summer of 2016, our market research firm had the pleasure of collaborating on a qualitative research project on the new Roma stadium with the research team at Conventions, Sports & Leisure International, a Dallas-based firm specializing in sports and major events consulting.
Although the football sector is obviously very developed in Italy, the use of market research for Clubs is not so common. For this reason, we seized the unmissable opportunity to work on a detailed qualitative study with the aim of obtaining insights regarding the new stadium and its ancillary services that Roma will make available to fans for an even more engaging match experience.
We spent a full week conducting focus groups with AS Roma fans and business clients , in two field locations in Rome and Milan. The study explored feedback on individual and corporate hospitality options, using visuals and films about the new stadium.
The project was very interesting, and allowed us to understand and see up close the world of fans: their passions and their loyalty to the team are an example of unconditional love towards a true love brand .
In other words, the fans' affection towards the team is built through a daily familiar relationship with the brand, through shared friendships and stories about the club and the team, which make the affection independent from the league table and the season's performances.
The new stadium will certainly be able to further enhance the fans' experience during matches and their love for the club, thanks to an international level project, among the best in the sector.
Here are some photographs taken during the research sessions:
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