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Case study · MCM London Comic Con, since 2018

8 years of fan research

Fans have filled in 20,000+ iPad surveys across 15 shows, and the same client now books us for brand stands too.

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Client
A fan research agency
Event
MCM London Comic Con, May and October
Where
ExCeL London
Since
2018
Kit
10 iPads a day

Services delivered

  • Survey staff
  • Event managers
  • iPad hire
  • Data capture
  • Stand teams
  • Summit hosts

01The brief

A fan research agency wanted to ask pop culture fans, face to face at MCM London Comic Con, how they discover, play and buy. It needed a team it could book show after show to collect the same data the same way.

02What we did

We have used the same approach at every show for 8 years.

This is how we run the survey team at each show.

  1. Night before

    The kit

    10 iPads set up on the agency’s survey app, charged and tested, so the team starts on time.

  2. 9:30am · Central atrium

    Before the doors

    The team works the crowd waiting for the gates to go up at 10am.

  3. Friday - Sunday · Every hall

    On the floor

    An event manager moves a survey team of up to six around the halls through the day.

  4. Since 2018 · Every show

    The data

    We have collected 20,000+ surveys across 15 shows, the same way every time.

  5. 2024 - 2025 · Show floor

    Beyond the surveys

    We added stand teams for Crunchyroll, data capture for eBay and hosts for the agency’s pop culture marketing summit.

  • 20,000+iPad surveys
  • 15MCM shows
  • 8years at the show
  • 10iPads a day

03The result

Fifteen shows in, the agency has 8 years of comparable data. It now also books us for brand stands, data capture and hosts for its marketing summit.

Cosplayers filling in the survey on iPads in the hall at MCM London Comic Con

Fans have filled in 20,000+ surveys across 15 shows.

A We Are Play survey host holding a cosplayer’s axe, with cosplayers and iPads outside ExCeL London
The teamWith the fans, outside ExCeL
A We Are Play survey host with an iPad and three cosplayers outside ExCeL London
The teamiPads and cosplayers
Two survey hosts with iPads among cosplayers at MCM London Comic Con
The teamOn the floor
Two cosplayers filling in the survey on iPads on the steps outside ExCeL London
The fansOutside ExCeL London
Two cosplayers taking the survey on iPads in the hall at MCM London Comic Con
In the hallAll three days
A We Are Play survey host with cosplayers taking the survey on iPads at MCM London Comic Con
The teamHosts who know the fandoms

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On this job: exhibition staff agency, creator recruitment and event staff hire.

Let’s talk.

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