French and Irish fans want to beat England more than any other team at Euro 2012 and the Germans are feeling confident – two of the less surprising findings from the Sharp FanLabs campaign monitoring thousands of football supporters at the Euros
Set up by London agency Work Club, Sharp Fan Labs is “a unique research project monitoring the emotions of thousands of football fans”. It was launched back in October 2011 (as the video below explains) but, with the tournament underway, is now in full swing. Through the FanLabs website, mobile app and even headpieces that monitor brainwaves and behaviours which fans are being encouraged to use in mobile ‘football laboratories’ housed in trucks, “a huge amount of data and insights about the attitudes, beliefs, knowledge and confidence of football fans from different countries has been collated” supposedly – more than 25,000 fans have taken part in research so far, the agency claims.
So, what have we learned so far? Mostly, that everyone really, really wants to beat England – although we knew that anyway. Also, most fans would adopt Spain or the Netherlands as their second team if their own country gets knocked out. Most Ukrainian fans would give up alcohol for more than a year if their team wins the tournament (or so they say). Russian fans are 25% more optimistic than Czech fans and are feeling better after winning their opener. And, as if we didn’t already know, German fans are the most confident of the lot.
The site is running polls every day of the tournament with some data analysis, from which we learn (see below) that the words Czech fans most associate with their team are ‘team spirit’ and very definitely not ‘Brazil-like’.
Surely one of the most pertinent questions to be asked amid all this polling is ‘what’s in it for Sharp’? According to the site, the logic is straightforward – “We make TVs, fans watch football, we research fans, we invent better TVs”. You have to register in order to take the survey so, presumably, this is a useful data capture exercise.
And where else could we learn that 91% of Czech fans have re-enacted their favourite football moment in the playground compared to only 54% of German fans?
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