Comperio Research was contracted to undertake a feasibility study to estimate the demand for corporate boxes, VIP seats, and season tickets at the new Türk Telekom Arena.
Comperio Research was contracted to undertake a feasibility study to estimate the demand for corporate boxes, VIP seats, and season tickets at the new Türk Telekom Arena. The objective was to assess how to optimise revenues as well as to provide financial modelling to demonstrate potential return on investment.
Comperio Research conducted a robust two-phase research programme. The first phase was an extensive qualitative investigation. This stage aimed to provide a detailed understanding of the incentives, past experiences and expectations of the target market. After defining the most desired Club Seat and Corporate Box packages via the qualitative research, Comperio Research undertook telephone surveys amongst corporate and consumer market.
This process identified the approximate quantity of each product which would be demanded at a range of prices, thus enabling Comperio Research to establish the price point at which revenue could be maximised.
The insight delivered by Comperio Research equipped Galatasaray with an understanding of the full extent of consumer demand for premium seating at the new stadium and a thorough understanding of the expected long term financial yield.
Following opening of the stadium in January 2012, ISG’s sales team successfully delivered against the research forecasts. Galatasaray is confident of exceeding its own original forecasts by well over 100% as a result of Comperio Research and ISG’s involvement