Atletico de Madrid

Madrid, Spain

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Comperio Research was appointed by Club Atlético de Madrid to conduct a 2-phase (conjoint and econometric), 4 months feasibility study with the objective of measuring the potential revenue achievable at a new stadium and supporting a sales and marketing process.

Comperio Research was appointed by Club Atlético de Madrid to conduct a 2-phase (conjoint and econometric), 4 months feasibility study with the objective of measuring the potential revenue achievable at a new stadium and supporting a sales and marketing process.

The conjoint research programme (phase 1) was carried out between January and February 2012 and included a qualitative element. The output of the conjoint research was the estimation of the share of preference of the corporate and consumer market for the proposed packages (product and benefits) and the measurement of the trade-offs for each them. The study revealed a number of previously unidentified features in the local market’s preferences, for example a high demand for certain catering inclusive packages and a substantial interest in family-oriented packages. Comperio Research also identified the most suitable box sizes with preferred contract term for the corporate market. A sales simulator model was built around these market indicators and used to identify suitable packages.

The proposed premium product packages developed in the Phase 1 study were tested and refined thoroughly in Phase 2. This allowed a demand for each product to be estimated across different market segments. The output of Phase 2 was the development of an econometric model to forecast market size and a recommendation of the optimum prices for all premium packages based on their location in the stadium. Crucially, this information will form the basis of the eventual sales process for the various products.

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The Leading Stadium Research Company

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"Comperio Research’s sophisticated processes and track record means our output is trusted by providers of financing and is often fundamental in securing the necessary funds for a project"
Richard Cheesman,
Managing Director
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"A vital part of our output is input into the design and concept of a new stadium – creating the best stakeholder experience and hence the maximum revenues"
Steve Moore,
Chief Consumer Strategist
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"We combine several cutting-edge research processes into a tried and tested methodology to deliver accurate projections of the potential of a stadium"
Kamrul Zaman,
Associate Research Director
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"Each market is different and it is only through being truly immersed in a local market that we can use our international expertise to deliver the ideal venue for each market"
Samin Macdonald,
Associate Project Director

About Comperio Research

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Comperio Research is a specialist stadium research organisation that has developed the market leading expertise in customer research in this sector, applying the most sophisticated consumer research techniques in a unique approach to the stadium sector to create revenue forecasts that form the centrepiece of a stadium business plan. The research output is crucial to developing the optimal stadium capacity, configuration and product mix, as well as the creation of a bespoke targeted sales and marketing programme.

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