Sailing regatta will conduct daily surveys to help improve racecourses
and develop services to competitors
Skandia Cowes Week will this year be trialling mobile SMS survey technology provided by online and digital survey specialists, eDigitalResearch. The technology, originally designed to provide customer market research to retailers, will be used to gain vital information from the 8,500 competitors participating in the races that will take place over the eight days.
At the end of each day a series of short questions relating to that day’s sailing will be SMS’d to each of the competitors. Topics covered will range from questions on the quality or difficulty of the course to the accuracy of the weather forecasts and the standard of stewarding. The responding data will be correlated by specialist software developed by eDigitalResearch and will provide accurate and up to the minute information.
This data will be fed back to Cowes Combined Clubs who will be able to review and make any changes deemed appropriate. The information will also be available for Cowes Radio to use as content in its shows, some of which are broadcast live from an on-water commentary boat that speeds amongst the fleets racing each day.
Stuart Quarrie, CEO of Cowes Combined Clubs, comments, “We are very excited to be trialling this new technology at Skandia Cowes Week 2007. Up until now we have had no way of measuring the opinions of our competitors throughout the course of the week. Now we can take on board feedback on a daily basis and adapt the racing as deemed appropriate on the following days. We are confident that this new system will benefit competitors, spectators and organisers alike and will make a real difference to the event and the quality of racing that takes place.”
Chris Russell, eDigitalResearch Director, comments, “Engaging with consumers via SMS is fantastic way of getting vital feedback from customers and when applied alongside online market research surveys can play a key part of the market research mix. In particular SMS surveys are an excellent way of canvassing the opinion of the youth market.”
Chris continues, “We are delighted by the prospect of applying this same technology to a sporting event. We are already investigating the potential to roll out similar services for sporting occasions such as marathons and football matches.”
eDigitalResearch has a long-standing association with Skandia Cowes Week and has been an official supplier to the event for the last five years.
Michael Bradley Photography