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.
Working with the FieldworkHub team was truly a relief on a complex multi-country project. We used their local moderator and simultaneous translation services in a few markets. Winnie, as well as the local country teams, were adaptable, responsible and accommodating in a logistically challenging project. I value their partnership and will be tapping them in again on the next international project!
