Market Research Presentation

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Market ResearchPresentation

• 16th October 2008

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Research Objectives
To develop understanding of trust members and the
drivers associated with membership

• Supporters Direct contacted 152 affiliated
  football and rugby Supporters Trusts to invite
  them to participate
• 1211 members from 31 different trusts completed
  online survey
• 58 of responses were from 6 different trusts.
  All other trusts were proportionally represented

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Section 1 Who are they?
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Gender
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Age Groups
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Annual Salary
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Level of Education
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Daily Newspaper read
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Sunday Newspaper read
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Distance from home to clubs ground
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Attendance at home and away matches
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Season Ticket Holder
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Member of any other community groups?
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Section 2 Membership
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Length of membership
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Reasons for joining
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Factors which encouraged to join trust
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Reasons for remaining a member
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Reasons for leaving the Trust
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What is / was the most important thing about
being part of Trust
Open ended response Excludes 28.4 that didnt
answer
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Likelihood of recommending membership
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Key objectives of the Trust
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Improvement to how the trust is run
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Section 3 Involvement
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Ever volunteered time for you Supporters Trust
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Contribution as a volunteer for Supporters Trust
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Plans to become more involved with the Trust
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Reasons for not intending to become more involved
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Season ticket holder / Ever volunteered
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Gender / Ever volunteered
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Key Observations

• Majority of members are male, aged between 35
  and 64 years
• Around 60 live within 20 miles of their ground,
  but there is still 40 of membership who are not
  living locally
• 70 get to either all or more than half of the
  home matches
• Just under 60 are season tickets holders
• Members tend to join because they felt the need
  for more supporter representation and or the
  clubs were in financial crisis
• Local press prompted 50 of members to join
• 87.1 would be very or quite likely to recommend
  membership
• Season ticket holders and those who attend more
  matches tend to be more likely to get/be involved
• Over 63 suggested that better general
  communications website could improve the way
  the Trust is run

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