IER Pty Ltd

RECENT PROJECTS / Melbourne Racing Club

Melbourne Racing Club

Melbourne Racing Club

Over the past six years IER has provided guidance on the actions required to improve the raceday experience amongst public, member and corporate customers for the Melbourne Racing Club’s Caulfield Spring Racing Carnival. The research program has provided effective customer feedback to assist in future planning and decision making for four customer segments.

IER has also conducted a series of focus group interviews aimed at providing insights into how the Melbourne Racing Club could continue to develop its fashion program in future. The research was exploratory in nature and was undertaken to drive product innovation in the Club’s fashion program and diagnose any areas for improvement. The Club used the research to refine the delivery of the fashions on the field competition on-course and to develop a new fashions on the field competition category for the 2010 Caulfield Spring Carnival.

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