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AAM Cowes Week - Detailed evaluation conducted

by Grant Rowley on 6 Dec 2011
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Aberdeen Asset Management Cowes Week is one of the longest running events in UK sporting history having first taken place in 1826. A detailed evaluation has been conducted by Cowes Week Limited (CWL) of the feedback received from competitors and visitors to the regatta. This is a critical process in the development of the event, enabling the world’s best-known regatta to identify and prioritise enhancements to its extensive infrastructure.

This year, CWL gathered a considerable amount of data through its work with online research specialists and event partner, eDigitalResearch, including:

- Daily SMS course surveys conducted throughout the event with competitors;
- A post-event online questionnaire for competitors and visitors, used to evaluate both on-water and onshore activity;
- A net chat for competitors with regatta CEO, Stuart Quarrie, a great opportunity to consider feedback and suggestions in a live environment; and
- A wash-up meeting between CWL and the Class Associations.

A summary of the common themes identified by these surveys together with CWL’s action plan for the 2012 event is now available online.

Commenting on the importance of feedback to Aberdeen Asset Management Cowes Week, Michelle Warner, Sales and Marketing Director for CWL said: 'Feedback from competitors and visitors is vital in determining the ways in which we shape the regatta. The evaluations we conduct are a key component of the strategy planning for the event each year, and we are delighted to be working with eDigitalResearch, as market leaders in this field, who are able to provide us with outstanding support'.

Dates for Aberdeen Asset Management Cowes Week 2012 are 11 to 18 Aberdeen Asset Management Cowes Week website
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