KNVB
How do a defeat or a change of coach influence the Netherlands' perception of the national team?
Case Information
Introduction
As the largest sports association in the Netherlands, the KNVB reaches a large part of the Dutch population, with the national men’s and women’s teams as its biggest crowd-pullers.
For the KNVB, understanding how people perceive the national teams is important. Match results, coaching changes and other events can all influence public opinion, making continuous insight particularly valuable.
The Challenge
Public perception of a national team can change quickly. Measuring only occasionally makes it difficult to understand which events are driving those changes or when they occur.
The KNVB therefore wanted a continuous view of how the Dutch public perceives its national teams, allowing developments to be placed in the context of what is happening in and around Dutch football.
The vision
For organisations at the centre of public attention, perception is constantly moving. Continuous measurement makes it possible to connect changes in public opinion to the events taking place at that moment.
Rather than providing a retrospective snapshot, tracking creates a permanent frame of reference that helps explain when perceptions change and provides a basis for responding to those developments.
The Solution
Continuous insight into public perception.
Blauw developed a continuous online tracker that measures perception of the Dutch national teams among a representative group of people in the Netherlands on a weekly basis.
Real-time insight into results.
The results are available through an online dashboard that is updated in real time. The KNVB can follow week-by-week developments and filter results for relevant audiences, as well as explore open answers from specific groups.
Where the tracker identifies a development that requires more explanation, additional research can provide further understanding of what is driving that change.
The result
The KNVB has an ongoing view of how people in the Netherlands perceive its national teams and can see how relevant events influence that perception.
This gives the organisation the insight to respond to developments in a timely way and provides a continuous evidence base for its communication and audience strategy.
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KNVB Partnership Impact Tracker
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