Case Study: The FA achieves faster, richer fan insights with Forsta

Keeping Wembley Stadium ahead of the game

The FA (the English Football Association), responsible for the Wembley Stadium fan experience, needed to get more actionable insight from its post-event surveys but was constrained by a legacy survey platform with limited question types, analytics and output capabilities. To address this, The FA moved to Forsta, adopting Forsta Surveys to enable richer respondent experiences and more advanced programming and analysis.

Forsta worked with The FA to redesign the questionnaire—introducing custom branding, mobile-friendly dynamic questions, a 5–6 question “hot topic” section and direct KPI integration—and ran the refreshed survey in parallel with the old version. The results: dropout fell from 35% to 26% (a 9% decrease), average interview length dropped by over a minute, and speed-to-insight improved so multiple departments can view KPI dashboards the day after a survey closes rather than a week later, delivering more timely, actionable data via Forsta.

The FA

Phil Roughsedge

Insight Manager