NEWS7 July 2011

Feedback Ferret to track fan feeling at British Grand Prix

New business UK

UK— Racing fans at this weekend’s Formula 1 British Grand Prix at Silverstone are being invited to provide real-time feedback on the event via their mobiles.

Technology from Feedback Ferret will allow fans to provide feedback via text or by scanning QR codes, giving Silverstone the opportunity to monitor sentiment throughout the event. The hope is to encourage spectators who might otherwise have commented on social media sites to provide feedback directly to the organisers.

Feedback Ferret’s tool automatically analyses topics, sentiments and attitudes contained in comments. It replaces Silverstone’s previous system, which was based on customer surveys.

Sally Reynolds, Silverstone Circuits’ leisure development director, said: “We’re keen to continue improving our service so that fans really get a day out to remember. Customer surveys have proved effective in getting answers to specific questions, but we wanted to extract maximum value from the verbatim comments that were coming in.”

She added that the track intends to introduce the technology for all race weekends and corporate events following the Grand Prix.