Comperio Research was commissioned by FC Internazionale (Inter) to provide a comprehensive and robust stadium feasibility study.
Comperio Research was commissioned by FC Internazionale (Inter) to provide a comprehensive and robust stadium feasibility study. The club shares access to the San Siro with rivals AC Milan, inhibiting the revenue that can be generated by Inter developing premium corporate hospitality facilities.
The size and configuration of the San Siro was not designed specifically for Inter and there was particular interest in using rigorous research to feed into the design of the new stadium.
Our multi-phase research incorporated focus groups; in-depth interviews; telephone interviews with corporate hospitality decision-makers in Milan; face-to-face interviews with existing fans and online surveys to develop and test a range of seating products uniquely suited to the corporate and consumer milieu of Milan. Comperio Research conducted qualitative research on the differing tastes and preferences of various target populations – ranging from conservative, to comfortable, to exclusive.
In addition to conducting a study into the potential price of a fixed stock of seats, Comperio Research also provided estimates of how the market price would vary with the number of seats offered for sale.
Due to the economic importance and number of small and medium enterprises (SMEs) in Milan, Comperio Research tested and identified novel, mid-range premium seating products which would be particularly popular to this corporate market. Likewise, the research produced fresh season ticket options which would stimulate demand and encourage existing season ticket holders to trade-up to more exclusive seating arrangements