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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 — New Balance |
The requirement — Sponsorship evaluation
New Balance, which is one of the largest manufacturers of sports footwear in the world, retained Comperio Research to conduct consumer research at six running events at which they acted as sponsor:
- LaSalle Bank Chicago Marathon
- New York City Marathon
Virginia Beach Rock & Half-Marathon
Denver Marathon
- San Jose Rock & Roll Marathon
- Boston Tufts 10k for Women
The objective of the research programme was to determine affinity to and awareness of the New Balance brand amongst both participants and spectators.
The solution
Comperio stationed kiosks at each event and used an onsite survey tool to collect the data. A sample size of more than 5000 was achieved. The survey was designed to determine:
- The demographic profile of attendees to the events
- Awareness of New Balance as a sponsor and affinity to the brand
- Consumer behaviour and attitudes with regards to running shoes
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The extent to which the sponsorship programme impacted propensity to purchase New Balance products
The findings from each event were analysed individually, but Comperio also undertook an overall analysis to provide comparative data.
The business benefit
New Balance is now able to fully evaluate the success and impact of their sponsorship programme across the six events. The study also enabled them to understand what influences their target market to buy a particular sports shoe brand. This is invaluable insight which will help New Balance develop informed marketing strategies and position their brand effectively.
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