Aston Villa FC stadium redevelopment
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Aston Villa FC

Ensuring that fan views define Aston Villa’s redevelopment and expansion of Villa Park


The Brief

Deliver fan research and strategic recommendations, allowing Aston Villa to make informed decisions based on fan sentiment and matchday behaviours

The Gameplan

Produce an in-depth fan survey covering stadium and matchday activity, experience, and satisfaction.

Segmentation analysis understanding different fan groups and generating matchday experience personas.

The Results

Overwhelmingly positive fan reception towards Villa Park’s development and modernisation.


Research insights are being used by Aston Villa to implement the future vision of Villa Park and Villa Live.


Research insights shared back with fans, receiving high levels of engagement.

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