Brentford FC are keen to understand their customers and the ways in which they can improve aspects of their engagement with the club. Goodform worked with Brentford to establish key pieces of research to provide them with useful insight into match day experiences, digital experiences and brand awareness to support decision making for the upcoming season.

Match Day Experience – To evaluate Brentford’s match day experience, Goodform implemented a programme of short standardised surveys to be sent to a sample of attendees following each home game. The surveys highlighted positive feedback on pre-match information and overall satisfaction with the experience. Looking into comparisons by ticket type and investigating links to performance on the pitch, Goodform were then successful in providing detailed findings and recommendations.

Digital Experience – Due to upcoming changes in digital platforms, Goodform worked with Brentford FC to review users experience across all platforms, particularly taking into consideration the age profile of users. The survey allowed the club to identify simple ways in which to improve the short term experience of users, whilst informing the needs and wants of longer term digital audience.

Brand Awareness – Goodform worked with Brentford FC to assess the awareness of the brand both locally and nationally. This was achieved by undertaking research outside of the normal fan base through our own sports fan panel and by accessing a sample of contacts within west London. The findings have created a benchmarking report that has established a number of key metrics which the club aim to use to track ongoing brand awareness.

Kurt Pittman, Director of Marketing at Brentford FC commented, “The work we did with Goodform is now allowing us to make evidence-based decisions to expand our fan base. The insight gained from all three pieces play an important role in shaping our ongoing strategies for fan engagement and club growth.”

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