Whereas “typical” stadium research starts and ends with Secondary Research, Comperio Research uses Secondary (also known as “desktop”) Research to inform the scope of the Primary Research. Hence, whilst it is a valuable step in the process, as a stand-alone product Secondary Research does not provide satisfactory results to a project.
Data sources used for Secondary Research include public sources of information such as government agencies, industry and trade associations, media sources, chamber of commerce and compiled dedicated websites, newsletters, publications, magazines, books etc.
Comperio Research has demonstrated unique capability in gathering such public information and integrating into proprietary statistical models and generating relevant projections for sports facilities.
The purpose of our Secondary Research phase is to provide an overview for the market, to supply benchmarks from other stadia and markets that have developed hospitality products and to provide a wider context to the research. The data collected will help us develop the revenue modelling that will determine the overall demand of seating products / packages at a stadium.
Comperio Research also collects information from secondary sources to include economic data, population demographic and income data, along with benchmark data from national and international competitors. To summarise, a Secondary Research analysis will include (depending on availability of data):
- Stadium benchmarking
- Seating product and commercial rights benchmarking
- Competitor analysis (national and international)
- Economic trends and statistics
- Stadium catchment and market affordability analysis
- Corporate and consumer sample frame development and validation
- Demographic profiling of potential target market
All of these results help guide the Primary Research and can be used to ensure the final results will be acceptable to the market.