Goodform are delighted to announce its most recent project with Premiership Rugby and the creation of its own ‘Premiership Rugby Fan Panel.’
Over 3,000 supporters signed up to be a part of the Panel after Premiership Rugby and its clubs publicised it to their databases and we contacted those on our own Sportsfan Panel who stated an interest in rugby.
Upon sign-up, an autoresponder email was sent with a short survey asking a few demographic questions and which Aviva Premiership Rugby team they support. This initial profiling survey was completed by 66% of those who signed up and this information was used when analysing the results from subsequent surveys.
Four surveys were then sent out to the Panel over the course of the 2014/15 season, which averaged 45% completion – well above industry average. The first survey focused on how supporters like to interact and engage with their club, the second on supporters’ match day experience, the third on supporters’ attendance at matches – both now and in the future – and the fourth on attitudes towards the Premiership Rugby brand and its sponsors. This included capturing data around awareness of and attitudes towards Premiership Rugby’s title sponsor, Aviva.
An additional research piece was also carried out about fans’ experience of the Aviva Premiership Rugby Final which was held at Twickenham on 30th May, with positive feedback received on spectator experience. Along with analysis of ticketing sales data for the event, this research will be used to inform planning and marketing strategy for future Premiership Rugby Finals.
Supporters are encouraged to give their feedback with incentives such as VIP tickets to the Aviva Premiership Rugby Final, tickets to other Premiership Rugby games and signed club merchandise.
Speaking about the Fan Panel, James Tyler, Premiership Rugby’s Head of Marketing, said, “The surveys are key to helping Premiership Rugby identify the changing needs and behaviours of rugby supporters and the clubs will use this feedback to inform future decisions affecting their match-day services and how supporters can interact with them.”
Further surveys will be sent to the Premiership Rugby Fan Panel (which we will continue to grow) over the course of the 2015-16 season.