Ethnography, the study of people and their culture, is an under-appreciated research method. It can be incredibly valuable to an athletic department to better understand the fan perspective at college football and basketball games.

Data Collected

To blend in with the crowd, several data points will be collected via cell phone with photos and a note-taking app. The full scope of the project will be decided in the initial meeting, but areas of attention will include:

• Traffic Flow (In & Out)
• Parking & Tailgating Experience
• Security and Ticketing
• Concession Quality, Service, Stopwatch Speed
• Cleanliness
• Crowd Management/Behavior
• Marketing and In-Game Presentation Feedback (observe fans reactions)
• Website and App Reliability
• In-Game Fan Feedback

Overnight Report

Immediately after the game, HEA will begin working on a final report to help the client reflect by the next morning.

Pilot Price

This service is new from HEA, but Travis Smith has completed an observation with a consulting company for a Big 12 vs Big 10 matchup in the past.

Contact Travis for the low pilot price. The first 5 schools during the pilot phase will be offered the same pilot price for a men’s basketball game this season.