Real Information

Case Study: London 2012 Equestrian Test Event At Greenwich Park

London 2012


Olympic Delivery Authority


Test event research


Consumer research

A key part of the build up to the London 2012 Olympics was a series of test events carried out to gauge whether key aspects of the games were ready for the mass influx of spectators that were expected in London.  One such test event was the invitational Equestrian test event at Greenwich Park featuring cross country, dressage and show jumping.  Our team of researchers were asked to interview a cross section of the spectators to the different events to assess their views on their experience in areas such as overall enjoyment, queuing and security checks and the overall suitability of the venue.


This information could then be fed back to LOCOG to establish the success or otherwise of key event aspects before the eyes of the world rested on the real thing. Such research can be crucial for event organisers in their decision making processes and planning.

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