IER Pty Ltd

RECENT PROJECTS / Victoria Racing Club

Victoria Racing Club

Victoria Racing Club - Customer Research

Over the past seven years IER has developed a research program to understand customer desires, motivations, behaviours and satisfaction at the Melbourne Cup Carnival and for other major events conducted at Flemington. The research has formed the foundation in assisting both the strategic marketing and operational strategies at the VRC.

Since 2008, IER has compiled an economic study surrounding the activities undertaken by Australian residents on Melbourne Cup Day. The study identified the categories of social events that Australians engage in and the economic activity produced by these events and their impact on key sectors of the economy.

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