Hundreds of Thousands of Fans Can Give Researchers Great Insights
We live in a city that’s used to big events, but the first ten days of 2012 will be remembered as some of the busiest days New Orleans has ever seen outside of the Mardi Gras parade season. In less than two weeks, New Orleans hosted a nationally-televised Saints game, the Sugar Bowl, a Saints playoff game and the BCS National Championship game. The Crescent City became Football City during that time period, and it could have been a researcher’s dream city.
Crowd estimates put more than 300,000 people in town for those games (note the Mercedes-Benz Superdome only holds about 73,000 fans), so it’s not hard to imagine that more travelers came to town just for the festive atmosphere. In a compact, walkable city like New Orleans, researchers could have used the opportunity to disperse interviewers into the masses and conduct in-person interviews using a tablet device. Even though most visitors were football fans, the crowds included members of many desirable demographic groups. What better time to talk to consumers than when they’re in a festive mood?
Every company that sponsored a team, event, venue or promotion related to the games in New Orleans should have taken the opportunity to talk to fans about their attitudes on different brands and sponsorships. A sporting event can also be a huge opportunity for brands that don’t have connections to sports. Even though Allstate sponsored the Sugar Bowl and BCS Championship, it could have been a great opportunity for State Farm to conduct research on the insurance needs of college students. Just because Mercedes-Benz pays to put its name on the Superdome doesn’t mean BMW can not gather great insights from fans heading to the game.
Sporting events do not have to draw blockbuster crowds to be valuable to researchers. Fans – especially fans with good tickets to professional sporting events – generally have money. This demographic includes desirable respondents for research involving a number of different brands, industries and causes. Unless their team just experienced a terrible loss, sports fans are generally happy people. Having someone with desirable demographics who has a few minutes to engage in a survey offers a great opportunity for researchers looking to connect with hard-to-reach respondents.
Louis David, Account Executive