While at Rowland, Rob was engaged by Racing Queensland to assess public perception towards attending horse and greyhound race meetings to consider where the industry sat in relation to other sports and social pursuits.
Services provided
- Sentiment reporting
- Predictive communication strategy
Insights that allow an industry to better understand the customer psyche and propensity to attend events.
While the Melbourne Cup is the race that stops a nation, Rob delivered sentiment research to help the industry understand where it stood in terms of public perception and propensity to attend live events.
With concerns that global sporting events and other sporting codes were cannibalising attendance figures, our data analysis focused on public commentary towards attending physical events or social gatherings. When we analysed the commentary from millions of datasets, we were able to demonstrate a series of themes that helped Racing Queensland consider a strategic business and communication outcome.
In comparing commentary towards other sporting codes such as soccer, Rugby League, Union and social pursuits such as the ballet, museums and art galleries, etc we found an overwhelming positive perception to locations that accommodated a range of pre and post event options.
These included restaurants, cafes, public transport, etc. It also demonstrated the likelihood that event-goers looked for precincts that could be part of the complete experience – not just the event location.
Our research and data insights contributed to Racing Queensland’s board strategy.
