Insight from sensor technology used by F1 at 9 races in 2018 has significantly changed the way of thinking around how to maximize fan engagement and commercial opportunities at F1 races and has led to improved attendance numbers and fan satisfaction.
Through this study, Viacom set out to learn the 'secret sauce' of the best festivals and to evaluate how that might be improved. This paper summarises the key findings from the study and presents a 'festival framework', identifying the key ingredients to get right, as well as those that are not as important. It provides a comprehensive understanding of music festivals, along with the opportunities and challenges that they present for brands.
Keynote speaker: Ariya Banomyong, Managing Director at LINE Thailand.
The football World Cup this summer in Germany is, together with the preceding qualifying games, one ofthe largest competitions in the world. Its importance is enormous -it has a huge impact on productivity and media behaviour, as well as consumption, eating habits and how the day is divided. This means that substantial amounts of money are spent on TV rights, media coverage, advertising, promotion, sponsoring and merchandising. But what do these investments generate? Well resist the temptation to discuss who will win, although there is of course the well-known saying that football is a game with two teams of eleven players which lasts 90 minutes, at the end of which the Germans are the winners. Instead, we will immerse ourselves in identifying the role of research surrounding leisure and this tournament. What is happening? What do the advertisers want? We will look more closely at the activities of a few agencies specialising in sports and sponsorship research. What are their identifying features? And we will discuss what can we learn from research: will the twelfth man be reached and with what result?
Systematic children research can show discrepancies regarding the children's world of spare time and play. In part, children want something quite different in their spare time from what they may do and what they really do in adaptation-to the conditions they live in. Thus one may not automatically think that the way children act is what they feel their needs are. As far as the real spare time situation as well as the actual needs of children are concerned ,it is necessary for researchers, society, and industry, with the target group of children in mind, to reorient their way of thinking.
During the last years the interest in young people's consumer behaviour has greatly increased. Young people as almost emancipated partners in the process of purchase decision are supposed to be educated in order to become consumers like adults. They also serve as target groups for advertisement. Unfortunately there is often a lack of knowledge about young people's needs and their way of behaviour. In order to get to know more details about young people as consumers the Fessel&GFK-Institute conducted two surveys with young people, this spring, which are now the basis for this presentation.
The results of this study which has been done in close cooperation with the Research Institute, infratest & Co. GmbH, Munich, fill the pages of a very large volume and are expected to be published this year. So, the only thing we can do at this early stage is to give you a brief outline of its principal, findings: The study Includes three sections: 1) a sample survey among inhabitants of the Federal Republic of Germany from 15 years of age onwards who engage in amateur handcrafts; 2) an inquiry among retail dealers in medium and large towns specialising in supplies for amateur craftsmen; 3) an inquiry among (professional) handicraftsmen whose services are in part no longer called upon by amateur craftsmen.
The results of this study which has been done in close cooperation with the Research Institute, infratest & Co. GmbH, Munich, fill the pages of a very large volume and are expected to be published this year. So, the only thing we can do at this early stage is to give you a brief outline of its principal, findings: The study Includes three sections: 1) a sample survey among inhabitants of the Federal Republic of Germany from 15 years of age onwards who engage in amateur handcrafts; 2) an inquiry among retail dealers in medium and large towns specialising in supplies for amateur craftsmen; 3) an inquiry among (professional) handicraftsmen whose services are in part no longer called upon by amateur craftsmen.