# Fan Survey Kit (12 Questions, NPS + Segments)

*One-line purpose: a ready-to-run 12-question fan survey with QR-poster field instructions and a guide to reading the results.*

## How to use

Load the 12 questions into [SURVEY TOOL, e.g. Google Forms/Tally] without adding more — completion drops sharply past 3 minutes. Run it across [X, e.g. 3] consecutive home matches plus one email send to reach both regulars and occasionals. Aim for [NUMBER, e.g. 300+] responses before drawing conclusions, and repeat the identical survey each season so trends are comparable.

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**Club:** [CLUB NAME] · **Survey window:** [START DATE] – [END DATE]
**Owner:** [NAME, ROLE] · **Incentive:** entry into draw for [PRIZE, e.g. signed shirt]
**Survey link:** [URL]

## 1. The 12 questions

**Screener and segments**

1. How many [CLUB NAME] home matches have you attended this season?
   ( ) None yet ( ) 1–3 ( ) 4–8 ( ) Almost all ( ) Season ticket holder
2. Who do you usually attend with?
   ( ) Alone ( ) Partner/friends ( ) With children ( ) Larger group/peña
3. What is your postcode? [SHORT TEXT] *(catchment mapping — optional field)*
4. Age group: ( ) Under 18 ( ) 18–29 ( ) 30–44 ( ) 45–59 ( ) 60+

**NPS and experience**

5. How likely are you to recommend attending a [CLUB NAME] match to a friend? (0 = not at all, 10 = extremely likely) [0–10 SCALE]
6. What is the main reason for that score? [OPEN TEXT — this is the most valuable question in the survey]
7. Rate your matchday experience (1–5) on each:
   Ticket buying · Entry/queues · Seat and view · Food and drink · Atmosphere · Toilets/facilities · Value for money
8. What is the single biggest thing that would make you attend more often? [OPEN TEXT]

**Commercial signals**

9. How do you usually buy tickets?
   ( ) Online in advance ( ) At the gate ( ) Season ticket ( ) Someone else buys ( ) I usually don't pay (guest/child)
10. Which would interest you most next season? (pick up to 2)
    ( ) Season ticket ( ) Membership with perks ( ) Family bundle ( ) Hospitality/premium seat ( ) Away travel ( ) None
11. How much did your group spend on food and drink at your last match, roughly?
    ( ) Nothing ( ) Under [AMOUNT €] ( ) [AMOUNT €]–[AMOUNT €] ( ) Over [AMOUNT €]
12. May we email you occasionally about tickets and club news? ( ) Yes — [EMAIL FIELD] ( ) No
    *(GDPR: state purpose and link to privacy policy [URL]; consent must be optional.)*

## 2. QR poster instructions

**Poster content (A4/A3):**

- Headline: "Two minutes. Help shape [CLUB NAME]."
- Sub-line: "Answer 12 quick questions — win [PRIZE]."
- Large QR code to [URL] (test from 3 metres before printing)
- Footer: survey closes [DATE].

**Placement checklist (put up by H-2, take down after full-time):**

- [ ] Every kiosk queue position (eye height — fans queueing are your captive audience)
- [ ] Turnstile approaches and exit gates
- [ ] Toilets (back of door)
- [ ] Hospitality lounge tables (table talkers)
- [ ] Club shop till
- [ ] PA announcement at half-time + one post per social channel per matchday
- [ ] Stewards/kiosk staff briefed: "scan the poster, two minutes, you could win [PRIZE]"

**Boosting responses:** the email send to the full database on [DATE] will typically outperform posters — do both, and add the link to ticket confirmation emails during the window.

## 3. How to read the results

**NPS:** % Promoters (9–10) minus % Detractors (0–6). Passives (7–8) count in the base but not the score.

| NPS result | Read as |
|---|---|
| Below 0 | Experience is actively losing fans — fix basics before marketing |
| 0–30 | Normal for a small club; pick the two lowest Q7 items and fix them |
| 30–50 | Healthy — push referral and group offers, fans will carry them |
| 50+ | Excellent — scale word-of-mouth (bring-a-friend, family days) |

**Reading rules:**

- Cut every result by Q1 segment. Season ticket holders and 1–3 match attenders will disagree — the 1–3 group is your growth market, weight their answers accordingly.
- Q6 and Q8 open texts: tag each response with one theme (price, atmosphere, facilities, football, kick-off times, family). The top theme by count is next quarter's project.
- Q7: report the two lowest-scoring items to the board with a named owner and a fix date.
- Q10 gives the demand ranking for next season's product work; Q11 x attendance sanity-checks your F&B per-head figure.
- Q12 emails go into the CRM within [X] days with the consent source logged.

**Report format:** one page — NPS overall and by segment, top 3 themes, 2 fixes with owners, and the trend versus last survey.

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Template from the Club Intelligence knowledge library · NSV Sports