The document presents findings from a study on visitor experiences at mega sports events, utilizing mobile ethnography to gather and analyze data. A total of 8,093 questionnaires were collected, revealing various participant ratings on their experiences, both positive and negative. Key lessons learned include the need for real-time feedback tools and the challenges of participant acquisition during 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
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2. a quantitative approach..
EURO 2008
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3. questionnaire-based interviews
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9. a lot of data…
• 30 Interviewers
• 164 variables
• 8,093 questionnaires
• -> 1,327,252 items
study
• 123 pages
• 98 graphs and tables
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10. legacies?
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12. a new approach to analyse customer experience of mega sports events..
MOBILE ETHNOGRAPHY
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13. MyServiceFellow
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14. ServiceFollow
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15. a qualitative approach..
EURO 2012
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16. an exemplary pre-event journey
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17. 11.06.2012 15:13, rated -1 (negative):
too small to see on time (from distance)
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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.
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19. 11.06.2012 16:37, rated -1 (negative):
no signs to the stadium
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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
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21. 12.06.2012 20:55, rated -2 (very negative):
Alternative fanzone next to railway station. Small screen.
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22. an exemplary event journey
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23. 11.06.2012 14:47, rated 0 (neutral):
Directional signs.
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24. 11.06.2012 14:56, rated +2 (very positive):
protection.
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25. 11.06.2012 16:28, rated +2 (very positive):
Stadion
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26. 11.06.2012 16:50, rated +1 (positive):
Information
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27. lessons learned
EURO 2012
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28. an exemplary event touchpoint
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29. 20.06.2012 20:02, rated -2 (very negative):
No Entrance – F***ing Walk
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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.
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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
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33. Marc Stickdorn / marc.stickdorn@mci.edu / @MrStickdorn
Thank you! www.myservicefellow.com / www.mci.edu
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