First results of Ask Insight fan survey revealed
The recent Huddersfield Town Fans Survey generated interesting results about the match day experience of our supporters at home fixtures – both positive and negative.
833 fans completed the Club’s largest ever survey at htafcsurvey.co.uk earlier this year, with 60% of respondents attending 20 of more games during the 2011/12 season.
46% cited the quality of football on display from Simon Grayson’s side as the most important factor in what they look for on a match day, with 42% saying that just being there and seeing the team live is enough for them! Third in the list was the atmosphere inside the ground, but only 7% of respondents ranked as the most important factor at home games.
The Club received top marks in many areas, with fans giving the ‘good or very good’ thumbs up to the view of the pitch (95%), the Club’s award-winning Match Day Magazine ‘Give Us An H’ (80%) and the location and accessibility of the Stadium (76%).
However, other areas of the match day experience didn’t fare quite so well; value of food and drink was a source of dissatisfaction, with 61% of responses ranking the price of food and drink around the Stadium as poor or very poor, whereas 43% also found the quality and range of the food and drink poor or very poor. Stewarding was the third lowest satisfying element of the match day experience, with 34% ranking it as poor or very poor.
54% of supporters had also experienced offensive language and chanting at home matches, highlighting the importance of the ‘Report It’ scheme. Town fans can anonymously report such language by texting or calling 07741 528949, which will allow the Club and Stadium officials to act.
Huddersfield Town Chief Executive Nigel Clibbens commented:
“The results of the Ask Insight survey will make a difference to what we do at the Club.
“For example, it is interesting to see the match day programme score so well. It seems that the large majority of people that buy the programme like it, but despite this – combined with a price of £3, unchanged now for six years – there still has been a steady decline in sales. It has already led to us beginning a trial with an online version (click HERE for more info) and for next season we will once again look at how to reach new readers. There is no doubt the improvement to Club communication in the ‘New Era’ and the growth of Social Media has reduced the demand for a match programme.
“As I’ve said before, negative feedback also offers real insight. The Stadium operator, KSDL, is already committed to benchmarking the prices of food and drink and value for money and we look forward to the results. We constantly share feedback in this area with KSDL and the Stadium caterer to help them. Satisfied customers mean more sales.
“There is no hiding from fact that offensive chanting is an issue for football and for us – we attracted the wrong headlines at the Leeds game and we are working closely with the Police. We don’t want offensive chanting and language – we have the reporting line to try and help stamp it out. We will play our part by having a clear stance and making a strong response. A great atmosphere with partisan passionate support is what we all want, but that doesn’t need to be accompanied by abuse and offensive behaviour.
“Stewarding issues always feature heavily in my everyday discussion with fans, from exit strategies at big games to persistent standing, approaches to home and away fans, and variation between different grounds. There is obviously lots more work required in this area. The onus is on all parties – the Club, KSDL, fans, stewards and Police for us to continue to work closely together to improve.”
“The communication we have with fans through all media - from Twitter, fans forums, #AskTheClub, just meeting people and these formal surveys - all help us make a difference. Thanks to all those who continue to support these initiatives.”
In February 2012 the Club entered into a partnership with Huddersfield-based Ask Insight, who became Town’s Official Research Partner, and the pair joined forces to conduct this comprehensive survey of Town fans regarding all aspects of the Club.
Further results from the Fans Survey will be revealed on htafc.com next week.