Qatar World Cup 2022 // Audience Research

We conducted an audience research study to inform creative decisions for the Qatar 2022 FIFA World Cup. Working with the Qatar Tourism organisation to create the visitor experience outside the football events. Their goal was to create an exciting environment during the World Cup and create a legacy for future visitors.

We used targeted Facebook campaigns to recruit participants from all over the world, but specifically targetting the UK, Europe, Middle East, South Asia and the Americas. The goal was to explore the motivations, hopes and fears of World Cup visitors, to fully understand what they’re looking for.

We successfully conducted 21 interviews and analysed the findings into 2 visitor experience maps alongside key research findings documentation.

We used our notes and interview transcripts to uncover themes and a list of observations about World Cup visitors’ behaviours. This could then be used to help guide decisions on what would be useful attractions to guests of the event.