Case Study 1 - Face to Face Research 2006

Sector: Sports Media (Sunday Newspaper)

The project was devised to allow a specialised market segment, active football supporters, to contribute their perceptions about a new Sunday newspaper to be devoted entirely to sport, uniquely to provide cover of minority sports.

Adroit-e conducted face to face research at Premiership football grounds on match day in Newcastle, Manchester, Leeds, Birmingham, London and Plymouth over a 4 week period. Research was conducted with "real" football fans as they were attending matches and triangulated with the opinions of a more  general, armchair sports - loving public in the High Street. To achieve good results, Adroit-e Interviewers conducted  interviews in a "conversational" and informal manner entering the data onto state of the art, hand held PDA's.

Results for each project phase were made available to the client, week on week and a composite report with deeper drilling  was compiled within 7 working days  of the completion of the Field Work.