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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 — Stella Artois |
The requirement - Sponsorship evaluation
Stella Artois, the premium beer brand, was the long-standing title sponsor of the Queen’s Open Championships, which is one of the top ten tennis events in the world.
Stella Artois commissioned Comperio to conduct a three-year sponsorship evaluation encompassing both media and consumer research, with a view to measuring the impact of the sponsorship programme on the Artois brand image. The year on year comparisons enabled shifts in perceptions to be tracked over time.
The solution
The media research involved utilising Comperio’s world-class media tracking solution to monitor nationwide television coverage of the event, and measure the extent of audience reach. The consumer survey comprised online interviews which were conducted before, during and after the event to provide the following insight:
- The profile of respondent broken down by event visitor, television viewers and non-viewers
- The level of sponsor awareness and recall
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Awareness and perceptions of the Stella Artois brand
- The change in brand perceptions amongst those who attended the event versus those who viewed it at home on the television
- Visitor behaviour and satisfaction
The business benefit
Comperio’s analysis enabled Stella Artois to understand:
- The extent to which the sponsorship programme drove awareness of the Artois brand in the UK
- The differences in brand image, as well as propensity to purchase, before and after the event
- The difference in perceptions between non-beer drinkers and beer drinkers
- How Stella Artois’s brand image sits in relation to the event and tennis in general
- How Stella Artois’s brand image compares with other premium beer brands who sponsor
similar events
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