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What we do
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We provide an extensive range of cutting-edge research solutions which enable clients to make informed and successful business decisions.
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| Client case studies — LG Electronics |
The requirement — Sponsorship evaluation
LG Electronics is a global leader in the field of consumer electronics, home appliances and mobile communications and employs more than 72,000 people, working in over 120 operations worldwide.
The British arm of the business, LG Electronics UK (LGEUK) signed a three year sponsorship agreement with Fulham Football Club, which commenced in 2007 and will run right through until 2010. As the official main team sponsor, the company’s branding will be visible on the player’s shirts, LED screens and static in-stadia advertising.
After making such a substantial sponsorship investment, LGEUK required research to help them gain an understanding of the overall impact on brand awareness.
The solution
Comperio Research devised a robust consumer study to evaluate the sponsorship over the three premiership seasons. The survey is conducted wholly online amongst both football fans and non-football fans, and the sample is weighted by age and gender to reflect the UK population.
Comperio has designed a questionnaire to measure the extent to which the sponsorship programme influences:
Brand perceptions and positioning
Brand awareness
Product range awareness
Brand image
Brand consumption and propensity to purchase
The key results
By conducting a tracking study, Comperio is able to compare findings across the three seasons and assess shifts in consumer opinion over time. As a result, LGEUK has an ongoing understanding of the return on investment which is being delivered, and a full appreciation of how the sponsorship programme enables the company to engage and connect with its target demographic.
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