Profiling spectators and measuring impact

We designed a research methodology for FIFA delivering a better understanding of the needs and experiences of 2014 FIFA World Cup match attendees and Fan Fest visitors.

Through our research we were able to profile spectators and measure the impact of the event’s sponsors on them. We also identified and quantified the most important aspects of the spectator experience, as well as areas for improvement, with a view to enhancing them at future FIFA World Cups.