Advantage
Regular evaluation of your own image
Data
Survey results
Methods
Complete workflow from questionnaire creation to reporting
Challenge
A top team in the DKB Handball Bundesliga and a successful participant in the European Cup – MT Melsungen is continually striving for success in terms of sport. Similar to its sporting achievements, future decisions for successful brand building should be based on a neutral, robust, and reliable analysis of its external image.
Goal
- Is there a discrepancy between external and internal perceptions?
- What do fans and casual visitors want?
- Which target groups does MT appeal to?
- Which ones does it not reach?
These and other questions were to be answered as part of a comprehensive image analysis. In order to obtain the most insightful findings possible, the analysis included a survey of MT fans and arena visitors as well as a broad survey.
Challenge
As a specialist in the methodical implementation of data collection and analysis, eoda took over the implementation of the image analysis across the entire workflow, from questionnaire creation to reporting.
Questionnaire Creation
The starting point for the image analysis was a focus group meeting – a qualitative preliminary study with selected participants. This approach allows for insightful insights into the importance and perception of the team, venue, and supporting program, as well as information about the impact of communication channels. eoda incorporated this information into the content design of the target group-specific questionnaires and, based on this content, programmed an HTML version for online use and as a basis for subsequent analysis.
Survey Platform
The survey platform integrated into the MT Melsungen website is the heart of the survey and, in addition to user management, contains all the components necessary for running the survey. "A user-friendly and attractive front end is the basis for a high response rate," says project manager and managing director Oliver Bracht, emphasizing the importance of the web interface.
Survey Implementation
To ensure reliable operation of the survey platform, eoda provides the necessary hosting and support resources. In addition, eoda managed the implementation of the broad survey, from the selection of survey locations to the briefing of the interviewers.
Reporting
The visualizations of the survey results provide maximum benefit to the client: eoda provided the survey results to the MT Melsungen managers as a comprehensive Excel document and as a clear PDF report. As part of a workshop, eoda presented the results to those responsible, explained the background, and provided recommendations for action.
Result
For an up-and-coming club like MT Melsungen, regular evaluation of its image is essential. The resulting knowledge helps MT management review its external image and further expand the success of the MT Melsungen brand alongside its sporting successes.
Get started now:
We look forward to exchanging ideas with you.
Your expert on Data-Science-Projects:
Lutz Mastmayer
projects@eoda.de
Tel. +49 561 87948-370
