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Keeping Wembley Stadium ahead of the game

Tools used

  • Survey design
  • Cross tabulation
  • Mobile module

We teamed up with The Football Association to make visiting Wembley Stadium a game-changing experience. 

The challenge

Scoring a better experience for visitors

Wembley Stadium is home to the English Football Association (the FA) and the venue for England football matches. The FA wanted to make it even more thrilling for their visitors. So a few years ago, they launched a post-event survey to map and monitor fans’ experiences. 

“Forsta is great at asking questions in a more engaging way. This coupled with the cross-tabs functionality has made it easier for us to report our KPIs across the business. We’re really happy with a platform that will work for seasons to come.”

Phil Roughsedge
Insight Manager, The FA Group

Our solution

Creating a platform for all seasons

The FA wanted to make their surveys better, both for the people taking them and the ones analysing the results. With help from our platform, their new surveys focused on more measurable KPIs, and we added a ‘hot topic’ section with 5-6 questions to spot issues and test out ideas. We also brought in custom branding, engaging wording and questions, and got the surveys working better on mobile devices.

The results

No need for extra time – for participants or the FA

Dropout rates fell by 9% to 26%, and the length of time people spent taking the survey dropped by more than a minute. We also sped up the time it took for the FA to get the insights they needed. And with data directly loaded to our dashboard, they could see the new metrics a day after the survey closed, rather than waiting a week.​ 


new ‘hot topic’


fall in dropout rate


minutes saved
from interview times


day to see insights

Keeping Wembley Stadium ahead of the game

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