This presentation was part of the SDT2012 - the 1st international conference on service design and tourism, Innsbruck/Austria, August 23-24, 2012. For more info on the conference and other presentations visit: www.sdt2012.com. All rights reserved by the author(s): Marc Stickdorn, Austria Management Center Innsbruck Marc researches and teaches at MCI – Management Center Innsbruck in Austria. With a background in strategic management, he works with both public and private organisations on the implementation of service design thinking. He is editor and co-author of This is Service Design Thinking and developed tools like the Customer Journey Canvas or myServiceFellow. Using mobile ethnography to map the visitor experience of mega sports events The presentation reports a research project on using mobile ethnography to map the visitor and non-visitor experience of the mega sports event EURO2012 in Poznan, Poland. The project was conducted in cooperation with Martin Chlodnicki, Poznan University of Economics and this will be the very first presentation of the research findings after the event. Major take-aways of this presentation will be from a methodological point of view a vivid real-life case study on mobile ethnography as well as a life presentation of analysing data gathered with the mobile ethnography software myServiceFellow.

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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