Secondary Research

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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.

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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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