Customer Research

Client: Stadium Queensland State: QLD


Stadiums Queensland (SQ) is a statutory body established under the Major Sports Facilities Act 2001 and is charged with the management of major facilities declared under Queensland Government regulation as being venues having the capacity to stage national or international sports events and to deliver recreation and entertainment experiences.


Of the nine (9) venues managed by SQ, customer research has been commissioned for three key stakeholder groups (customers/patrons, members, and hirers) across six key venues including The Suncorp Stadium, The Gabba, 1300SMILES Stadium, the Cbus Super Stadium, the Sleeman Sports Complex, and the Queensland Sports and Athletics Centre. Over four years, AEC will undertake more than 15,000 intercept and online surveys with spectators, members and hirers, stakeholder consultations and focus group sessions and produce 24 trend analysis reports inclusive of segmentation analysis.


The four-year contract term includes delivering on strategic insights to benchmark stakeholder satisfaction overall and across key service areas (including identifying key and sub-drivers of satisfaction and a ranked action plan), retention and to track these KPIs over time, formal presentation of the results as well as infographic reporting as requested by SQ.