If you’re like many of us, you’re getting caught up in the spirit of the Olympic Games in London. Even the normally reserved British seem to be be experiencing a wave of exuberant national pride.
As you might expect with any large modern event of this scope, there is a significant role for market research in these Games. However, when I read Research’s Joe Fernandez’ excellent profile of Nielsen’s extensive work for the London Organising Committee of the Olympic Games and the Paralympic Games (LOCOG), I was very impressed with the extent to which research is integrated into decision making for the massive global event.
According to the article, Nielsen has conducted well over 100 individual projects for the committee. The research includes preparation for the Games, real-time research during the Games, and follow-up research after the Games’ conclusion.
Fans of “New MR” methods will be interested in this revelation: “Precise plans are still tightly under wraps, but Research has learnt that methods being considered include running location-triggered mobile surveys during events as well as venue-specific face-to-face interviews using tablets, both of which would help the organising committee to monitor the Games.”
I’ll be interested to hear more about Nielsen’s experience before, during and after these Olympic Games.