AC Milan, the internationally renowned football (soccer) club is planning to move its home ground from its historical San Siro stadium, built in the 1920s, and shared with the club’s local rival, Inter Milan, to a new location. In 2019, the club wanted to consult representatives of its large and loyal fan base on some of the initial plans for the ‘Nuovo Stadio Milano’. FieldworkHub was asked to recruit two focus groups for face-to-face research in Milan at very short notice, one with regular fans and one with a group of ‘elite’ fans in more influential jobs.
The focus groups explored what fans thought about the move, and communications with the club surrounding the move. They were also asked to express their views on three outline designs for the new stadium from different architects. Both groups were very successful, and we presented the results in an easily accessible slide format. Our report gave the club new insights on fans’ preferences regarding the design of the new stadium, their expectations of what the project will deliver and how fans would like to be kept informed of progress.
The team at FieldworkHub was very professional and passionate in their efforts to find suitable recruits for our B2B research. Their flexibility and responsiveness helped us find interesting participants to meet our tight research schedule. We appreciate the organized recruitment process and how open the team was to our feedback!
Everything went really well! Thank you so much for all your effort and patience — you did a fantastic job. We’ll definitely stay in touch for future projects.
