Digital Research Specialist Engages with the Beautiful Game

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Leading digital research specialist, eDigitalResearch is helping Carling Cup finalist and premiership football club, Aston Villa, to engage and build stronger relationships with its fans.

Aston Villa’s ‘Voice in the Crowd’ survey system has used eDigitalResearch’s ePanelManager tool, to gauge fan opinion on a host of different issues from brand identity and kit design through to player of the year voting. The football club can invite a select number of fans to complete an online survey or participate in a debate, with all feedback rapidly analysed so that informed and timely decisions about the club’s future can be made.

With football clubs not immune to recession, the ability to engage and interact with fans in this way is becoming increasingly important in helping to ensure that stadiums remain full each match.

“In keeping with our values, supporter consultation is at the heart of everything we do. All product and service development is undertaken as a direct result of fan suggestions and feedback”, comments head of marketing for the club, Russell Jones. “The eDigitalResearch platform enables us to engage with our large online supporter base in a very efficient way – within minutes we can consult with our 50,000+ fans.”

Quoting a recent example of its use, Russell continues: “We are currently working on the development of our primary website, AVFC.co.uk. As our primary communication channel it is crucial that we get fan input and feedback on functionality, usability and content.”

As well as helping the club to get closer to its fans, eDigitalResearch’s survey platform is providing the club with useful insight about its corporate hospitality and event facilities, particularly to gauge opinion on the success of the launch of its multi-million pound Trinity Road hospitality project.

“Aston Villa can use the system to survey opinion on a variety of issues,” comments Director of eDigitalResearch, Derek Eccleston. “This method is not only cost-effective compared to offline research but also fast and the results can be dynamically analysed to give whatever insight is required.”

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LISA BONCZYK

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