Event research at the Hong Kong Rugby Sevens

Event research at the Hong Kong Rugby Sevens

The 2017 Hong Kong Rugby Sevens marked another year of Cimigo’s event research at Hong Kong Stadium, with 50 interviewers on site to measure spectator engagement at this unique, world-class event. Cimigo interviewed over 1,700 attendees and is pleased to report satisfaction with the event remains extremely high, with very strong levels of repeat attendance likely in 2018.

It was also the second year of event research being conducted at Hong Kong Sevens Central, which is a free way to enjoy the Hong Kong Sevens in the heart of Central Hong Kong. There was a great turn out of overseas and local visitors, rating the event atmosphere as world-class, and with particularly strong levels of recall for key sponsors.

With an estimated total of 63,000+ overseas visitors in attendance at both the Hong Kong Rugby Sevens and Hong Kong Sevens Central combined, Cimigo’s event research helped to measure the economic impact that these visitors have on local tourism. The Hong Kong Rugby Sevens was found to be very effective in promoting the country’s reputation and key to enhancing overseas visitors’ stay in Hong Kong.

The survey also measured sponsorship efficacy in terms of sponsor awareness, communications and impact of their individual presence. Profiling of local and overseas spectators also enabled brands to evaluate their sponsorship strategy and relationship with the Hong Kong Rugby Sevens.

Cimigo’s event research not only touched on spectator engagement, but provided a platform to test a number of ideas aimed at enhancing Hong Kong Sevens in the coming years. Some initiatives previously implemented include Women’s Sevens at the main tournament, and various promotional activities such as concerts, activations and fanzones.  We look forward to uncovering more ways to increase event satisfaction at future Hong Kong Rugby Sevens tournaments.

Look out for Cimigo Sport at upcoming major sporting events in 2018!

Cimigo Sport is a branch of Cimigo that specialises in sports research, and is committed to maximising the potential of your event. We are proud to partner with various sporting events in Hong Kong to enhance the profile of sport among the community, and promote an active and healthy lifestyle.

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Ha Dinh - Project Lead

" I have worked with CIMIGO on educational research for over 4 months. This is extremely impressive to me by the way CIMIGO approaches, cooperating and supporting me during the research launched. Specifically, the design for both qualitative and quantitative research are practical and logical with accurate questionnaires and appropriate interviews methodology for different respondents. Moreover, the outcomes of this research helps us to recognize our opportunities in the current English Language Training Market and understand profoundly our customer needs, behaviours and expectations when sending their children to us."
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Geert Heestermans - Marketing Director

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“Cimigo is and will be our strategic research agency. We are happy with your work and the way our projects are handled. You walked the extra mile and we are grateful for that.”

Richard Willis - Director

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“HSBC are very pleased with the launch and they have had some very good coverage which I have attached. Your team have done an excellent job on this. ”

Vo Thi Thuy Ha - Commercial Effectiveness

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Louise Knox - Consumer Technical Insights

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“Just to say a huge thank you for all of the film footage. We are absolutely delighted with it all. The Vox Pops are really interesting and have turned out very well – those ladies were great at talking spontaneously. Cimigo did a great job. Thank you for your patience and perseverance with getting this off the ground.”

Aimee Shear - Senior Research Executive

"We partnered up with the Cimigo team on what was a particularly challenging project – we were faced with numerous timeline delays and logistical concerns – yet Cimigo were incredibly accommodating through their patience, flexibility and commitment. Not only were Cimigo supportive during the set up of our project, but we were really impressed by the outputs delivered – Cimigo were insightful, rich and very comprehensive. Cimigo were brilliant partners to work with and we look forward to working with them again. "
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Dennis Kurnia - Head of Consumer Insights

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Tania Desela - Senior Product Manager

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“It was a pleasure working with Cimigo. Their expertise in consumer and market research was a significant benefit as they assisted our organization in understanding our market position in more detail and validating our hypothesis in go-to-market strategy. We were more than happy with the findings and would definitely recommend Cimigo.”

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"Cimigo is not the type of agency that "fill in the template", but it's customized as per the needs and expectations of Client. Cimigo makes research interesting by applying new approaches to address the business issue, for example, it's known by default that product test is CLT, but at Cimigo, we did group debate for deeper understandings and insights and that resulted as a winning product which is selling well in the market. Last but not least, Cimigo makes me understand that research is a journey, not just a project.""
“Cimigo is not the type of agency that "fill in the template", but it's customized as per the needs and expectations of Client. Cimigo makes research interesting by applying new approaches to address the business issue, for example, it's known by default that product test is CLT, but at Cimigo, we did group debate for deeper understandings and insights and that resulted as a winning product which is selling well in the market. Last but not least, Cimigo makes me understand that research is a journey, not just a project."”

Linda Yeoh - Consumer & Market Intelligence Manager

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“We have worked with Cimigo over 2 projects in Vietnam. Cimigo has proven to be reliable being on top of the projects, managing different stakeholders and business objectives. They are flexible in terms of ways of working and are able to cope with last minute changes. The research findings (Quant + Qual) have helped us understand Vietnamese in a deeper level, allowing us to make clear decisions to be successful in the market. Thank you Cimigo team for supporting us.”