SDT2012 (P7.3): Using mobile ethnography to map the visitor experience of mega sports events

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This presentation was part of the SDT2012 - the 1st international conference on service design and tourism, Innsbruck/Austria, August 23-24, 2012. For more info on the conference and other presentations visit: www.sdt2012.com. All rights reserved by the author(s):

Marc Stickdorn, Austria
Management Center Innsbruck

Marc researches and teaches at MCI – Management Center Innsbruck in Austria. With a background in strategic management, he works with both public and private organisations on the implementation of service design thinking. He is editor and co-author of This is Service Design Thinking and developed tools like the Customer Journey Canvas or myServiceFellow.

Using mobile ethnography to map the visitor experience of mega sports events
The presentation reports a research project on using mobile ethnography to map the visitor and non-visitor experience of the mega sports event EURO2012 in Poznan, Poland. The project was conducted in cooperation with Martin Chlodnicki, Poznan University of Economics and this will be the very first presentation of the research findings after the event. Major take-aways of this presentation will be from a methodological point of view a vivid real-life case study on mobile ethnography as well as a life presentation of analysing data gathered with the mobile ethnography software myServiceFellow.

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SDT2012 (P7.3): Using mobile ethnography to map the visitor experience of mega sports events

  1. 1. SDT2012 - 1st International Conference on Service Design and Tourism August 24th 2012 Using mobile ethnography to map the visitor experience of mega sports events Marc StickdornAugust 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 1
  2. 2. a quantitative approach.. EURO 2008August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 2
  3. 3. questionnaire-based interviewsAugust 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 3
  4. 4. August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 4
  5. 5. August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 5
  6. 6. August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 6
  7. 7. August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 7
  8. 8. August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 8
  9. 9. a lot of data… • 30 Interviewers • 164 variables • 8,093 questionnaires • -> 1,327,252 items study • 123 pages • 98 graphs and tablesAugust 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 9
  10. 10. legacies?August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 10
  11. 11. August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 11
  12. 12. a new approach to analyse customer experience of mega sports events.. MOBILE ETHNOGRAPHYAugust 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 12
  13. 13. MyServiceFellowAugust 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 13
  14. 14. ServiceFollowAugust 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 14
  15. 15. a qualitative approach.. EURO 2012August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 15
  16. 16. an exemplary pre-event journeyAugust 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 16
  17. 17. 11.06.2012 15:13, rated -1 (negative):too small to see on time (from distance)August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 17
  18. 18. 11.06.2012 15:15, rated -1 (negative):When driving with the prescribed speed, driving right-hand lane, it is difficult todiffer the boards for parking lots and access roads to the stadium and the FunZone.August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 18
  19. 19. 11.06.2012 16:37, rated -1 (negative):no signs to the stadiumAugust 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 19
  20. 20. 12.06.2012 20:38, rated -2 (very negative):FANZONE CLOSED | No one told fans to come that the fan zone was closed, despitethe passing of many police officers and other support servicesAugust 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 20
  21. 21. 12.06.2012 20:55, rated -2 (very negative):Alternative fanzone next to railway station. Small screen.August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 21
  22. 22. an exemplary event journeyAugust 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 22
  23. 23. 11.06.2012 14:47, rated 0 (neutral):Directional signs.August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 23
  24. 24. 11.06.2012 14:56, rated +2 (very positive):protection.August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 24
  25. 25. 11.06.2012 16:28, rated +2 (very positive):StadionAugust 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 25
  26. 26. 11.06.2012 16:50, rated +1 (positive):InformationAugust 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 26
  27. 27. lessons learned EURO 2012August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 27
  28. 28. an exemplary event touchpointAugust 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 28
  29. 29. 20.06.2012 20:02, rated -2 (very negative):No Entrance – F***ing WalkAugust 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 29
  30. 30. August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 30
  31. 31. FAN ZONE in Poznan. Many gates - no entrance. People are getting crazy becauseentrance is not where it seemed to be. At every next gate that is not the entranceguards just say no entrance without a word on where the entrance is.August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 31
  32. 32. Mobile Ethnography for Mega Events Problems: • Difficult to acquire participants • Very limited time to use the app during an event Lessons learned: • Transform app into real-time feedback toolAugust 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 32
  33. 33. Marc Stickdorn / marc.stickdorn@mci.edu / @MrStickdornThank you! www.myservicefellow.com / www.mci.eduAugust 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 33

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