The South African Rugby Union (Saru) is currently busy with a comprehensive research survey and the aim is to ultimately understand the rugby supporters better and to deliver a better product in a tightly contested sports entertainment arena.Through this survey Saru wants to eventually grow the game in new target segments, to understand public perceptions of the Saru administration better and to get an indication of what fuels South Africans’ interest in rugby.

Supporters with access to the Internet can immediately participate in the research. All they have to do, is to visit the Saru website and click on the link on the front page and then complete the easy to understand questionnaire.

Sarah Williams, Saru brand manager, described the first-time research survey as a vital tool because it will provide the national body with a unique insight into many aspects of the business of rugby.

“Developing the game of rugby and making it more accessible to the greater South African public is essential for us to maintain the long term popularity and prosperity of the sport.

“In this respect, the view of all of those interviewed will be vital in driving future marketing and brand-building campaigns for Saru,” added Williams.

To achieve this, Saru has partnered with well known sports research group IFM Sports Marketing Survey, to undertake a three month long survey of the local rugby landscape.

During this time IFM will conduct research using three different methodologies, namely focus groups, online research and finally face-to-face research.

Focus groups offer a form of “dipstick” research and involve a survey amongst six separate groups in each of the following metropolitan areas -Johannesburg, Pretoria, Durban, Port Elizabeth, Cape Town and Bloemfontein.

Online research will be targeted at the current traditional South African rugby fans that have access to the Internet. During the face-to-face component, research will target areas where rugby does not have a strong following.

The research survey will be completed in March. – Sapa