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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 Stickdorn




August 24, 2012           Using mobile ethnography to map the visitor experience of mega sports events   1
a quantitative approach..

          EURO 2008


August 24, 2012       Using mobile ethnography to map the visitor experience of mega sports events   2
questionnaire-based interviews
August 24, 2012   Using mobile ethnography to map the visitor experience of mega sports events   3
August 24, 2012   Using mobile ethnography to map the visitor experience of mega sports events   4
August 24, 2012   Using mobile ethnography to map the visitor experience of mega sports events   5
August 24, 2012   Using mobile ethnography to map the visitor experience of mega sports events   6
August 24, 2012   Using mobile ethnography to map the visitor experience of mega sports events   7
August 24, 2012   Using mobile ethnography to map the visitor experience of mega sports events   8
a lot of data…
                                                          • 30 Interviewers
                                                          • 164 variables
                                                          • 8,093 questionnaires
                                                          • -> 1,327,252 items

                                                          study
                                                          • 123 pages
                                                          • 98 graphs and tables
August 24, 2012   Using mobile ethnography to map the visitor experience of mega sports events   9
legacies?
August 24, 2012   Using mobile ethnography to map the visitor experience of mega sports events   10
August 24, 2012   Using mobile ethnography to map the visitor experience of mega sports events   11
a new approach to analyse customer experience of mega sports events..

          MOBILE ETHNOGRAPHY


August 24, 2012       Using mobile ethnography to map the visitor experience of mega sports events   12
MyServiceFellow




August 24, 2012   Using mobile ethnography to map the visitor experience of mega sports events   13
ServiceFollow




August 24, 2012   Using mobile ethnography to map the visitor experience of mega sports events   14
a qualitative approach..

          EURO 2012


August 24, 2012        Using mobile ethnography to map the visitor experience of mega sports events   15
an exemplary pre-event journey
August 24, 2012   Using mobile ethnography to map the visitor experience of mega sports events   16
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
11.06.2012 15:15, rated -1 (negative):
When driving with the prescribed speed, driving right-hand lane, it is difficult to
differ 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
11.06.2012 16:37, rated -1 (negative):
no signs to the stadium

August 24, 2012    Using mobile ethnography to map the visitor experience of mega sports events   19
12.06.2012 20:38, rated -2 (very negative):
FANZONE CLOSED | No one told fans to come that the fan zone was closed, despite
the passing of many police officers and other support services

August 24, 2012   Using mobile ethnography to map the visitor experience of mega sports events   20
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
an exemplary event journey
August 24, 2012   Using mobile ethnography to map the visitor experience of mega sports events   22
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
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
11.06.2012 16:28, rated +2 (very positive):
Stadion

August 24, 2012    Using mobile ethnography to map the visitor experience of mega sports events   25
11.06.2012 16:50, rated +1 (positive):
Information

August 24, 2012    Using mobile ethnography to map the visitor experience of mega sports events   26
lessons learned

          EURO 2012


August 24, 2012       Using mobile ethnography to map the visitor experience of mega sports events   27
an exemplary event touchpoint
August 24, 2012   Using mobile ethnography to map the visitor experience of mega sports events   28
20.06.2012 20:02, rated -2 (very negative):
No Entrance – F***ing Walk

August 24, 2012    Using mobile ethnography to map the visitor experience of mega sports events   29
August 24, 2012   Using mobile ethnography to map the visitor experience of mega sports events   30
FAN ZONE in Poznan. Many gates - no entrance. People are getting crazy because
entrance is not where it seemed to be. At every next gate that is not the entrance
guards 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
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 tool




August 24, 2012     Using mobile ethnography to map the visitor experience of mega sports events   32
Marc Stickdorn / marc.stickdorn@mci.edu / @MrStickdorn
Thank you!                                     www.myservicefellow.com / www.mci.edu

August 24, 2012   Using mobile ethnography to map the visitor experience of mega sports events   33

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

  • 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 Stickdorn August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 1
  • 2. a quantitative approach.. EURO 2008 August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 2
  • 3. questionnaire-based interviews August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 3
  • 4. August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 4
  • 5. August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 5
  • 6. August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 6
  • 7. August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 7
  • 8. August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 8
  • 9. a lot of data… • 30 Interviewers • 164 variables • 8,093 questionnaires • -> 1,327,252 items study • 123 pages • 98 graphs and tables August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 9
  • 10. legacies? August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 10
  • 11. August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 11
  • 12. a new approach to analyse customer experience of mega sports events.. MOBILE ETHNOGRAPHY August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 12
  • 13. MyServiceFellow August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 13
  • 14. ServiceFollow August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 14
  • 15. a qualitative approach.. EURO 2012 August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 15
  • 16. an exemplary pre-event journey August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 16
  • 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. 11.06.2012 15:15, rated -1 (negative): When driving with the prescribed speed, driving right-hand lane, it is difficult to differ 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. 11.06.2012 16:37, rated -1 (negative): no signs to the stadium August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 19
  • 20. 12.06.2012 20:38, rated -2 (very negative): FANZONE CLOSED | No one told fans to come that the fan zone was closed, despite the passing of many police officers and other support services August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 20
  • 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. an exemplary event journey August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 22
  • 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. 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. 11.06.2012 16:28, rated +2 (very positive): Stadion August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 25
  • 26. 11.06.2012 16:50, rated +1 (positive): Information August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 26
  • 27. lessons learned EURO 2012 August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 27
  • 28. an exemplary event touchpoint August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 28
  • 29. 20.06.2012 20:02, rated -2 (very negative): No Entrance – F***ing Walk August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 29
  • 30. August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 30
  • 31. FAN ZONE in Poznan. Many gates - no entrance. People are getting crazy because entrance is not where it seemed to be. At every next gate that is not the entrance guards 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. 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 tool August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 32
  • 33. Marc Stickdorn / marc.stickdorn@mci.edu / @MrStickdorn Thank you! www.myservicefellow.com / www.mci.edu August 24, 2012 Using mobile ethnography to map the visitor experience of mega sports events 33