How a Leading Sports Organizer in the Middle East Enhanced Event ROI by $5.2 Mn Through Impact Assessment with Ken Research?

Ken Research partnered with a leading organization hosting an international sporting event to assess its overall impact and unlock actionable insights for future planning. The assessment aimed to address challenges in understanding audience behavior, economic contributions, social impact, and media engagement. By implementing a tailored and data-driven approach, Ken Research provided solutions that not only enhanced the event's immediate success but also contributed to its long-term legacy. The project was executed with complete confidentiality, adhering to a signed NDA to ensure the protection of all client data and insights.

Problem

The event organizer faced several pressing challenges that threatened to limit the overall success and long-term value of the event:

• Limited Audience Insights: Difficulty in understanding attendee demographics, preferences, and motivations to enhance engagement.
• Unclear Economic Contributions: Uncertainty regarding the event's direct and indirect economic impact on local businesses and tourism.
• Social and Community Gaps: Lack of quantifiable data on infrastructure improvements, volunteer programs, and community development.
• Media Effectiveness: Insufficient measurement of media reach, sponsorship recall, and digital engagement to assess campaign success.

Evidence

Ken Research conducted an initial scoping study, uncovering the following key insights:

1. Audience Demographics:
   • 60% of attendees were local residents, 25% regional (GCC), and 15% international visitors.
   • 78% of participants cited pricing and accessibility as top factors influencing their decision to attend.
2. Economic Impact:
   • Average per attendee spending during the event included:
• Accommodation: USD 300
• Food & Beverages: USD 150
• Transportation: USD 80
• Total spending reached USD 5.2 million, contributing to local businesses.
3. Social Metrics:
   • 500+ local volunteers supported the event, with 70% reporting skill enhancement and networking opportunities.
   • Over 65% of attendees acknowledged improved transport and event facilities.
4. Media Engagement:
   • Sponsorship recall was 72%, while over 80% of attendees engaged with event-related social media content.

Solution

Ken Research delivered a tailored, multi-dimensional solution to address the identified challenges:

1. Survey Design and Execution:
   • Designed and distributed 1,500 surveys (1,000 face-to-face and 500 online) to gather comprehensive insights.
   • Questions focused on demographics, spending patterns, satisfaction levels, and media engagement.
2. Advanced Data Analytics:
   • Employed Power BI and SPSS to analyze data, ensuring real-time, actionable insights.
   • Developed interactive dashboards to visualize key metrics, including spending trends, satisfaction ratings, and engagement levels.
3. Comprehensive Impact Assessment:
   • Attendance Analysis: Tracked participation trends, identifying unique and repeat attendees.
   • Economic Impact: Quantified attendee spending across sectors like accommodation, retail, and travel.
   • Social Impact: Assessed volunteer contributions and infrastructure benefits.
   • Media Impact: Measured sponsorship visibility, social media reach, and audience engagement.

Outcomes

Ken Research’s strategic approach delivered measurable results that exceeded client expectations:

1. Enhanced Audience Engagement:
   • Improved Net Promoter Score (NPS) from 7 to 8.5, reflecting higher attendee satisfaction.
   • Social media engagement increased by 20%, with over 2 million impressions globally.
2. Economic Impact Growth:
   • Attendee spending contributed USD 5.2 million to the local economy.
   • Projected a 15% increase in international visitor spending for future events.
3. Social and Infrastructure Benefits:
   • 500+ volunteers gained valuable skills and experience.
   • 70% of attendees recognized improved infrastructure, including transport and event venues.
4. Optimized Media Strategies:
   • Sponsorship recall rose to 85%, and digital campaigns were optimized for better audience targeting.
   • Media analysis provided insights that shaped future promotional strategies.

Steps Taken

Ken Research adopted a structured and iterative approach:

1. Identifying Objectives: Collaborated with stakeholders to define goals and key focus areas.
2. Designing Surveys: Created tailored questionnaires to capture targeted data points.
3. Data Collection: Conducted on-ground interviews and distributed secure online surveys.
4. Data Analysis: Leveraged advanced tools for robust statistical and visual analysis.
5. Delivering Insights: Shared detailed reports and dashboards with actionable recommendations.
6. Post-Implementation Review: Supported the client in applying insights to enhance future event planning.

Conclusion

Ken Research’s data-driven Event Impact Assessment provided the client with a clear roadmap to enhance event execution, maximize economic benefits, and improve audience satisfaction. By combining advanced analytics with actionable recommendations, Ken Research helped the client achieve a 20% improvement in engagement and set the stage for future success. With a proven track record in delivering impactful solutions, Ken Research continues to lead the way in event evaluation and strategic planning.