GMHBA Stadium

Customer Experience Mystery Shopping

Kardinia Park
Stadium Trust
Evaluation & Research


Kardinia Park Stadium Trust was seeking to better understand the entire customer journey and experience at the GMHBA Stadium (formerly Kardinia Park) to identify potential areas for improvement so as to ensure future Stadium attendees were offered the highest possible quality of experience. 


MI organised a team of eight Mystery Customers to attend a Geelong Cats match at GMHBA Stadium. Mystery Customers were each assigned a large variety of key consumer touchpoints, including ticket purchase, mode of transport, wayfinding, customer service, entry and exit, food and beverage purchase, seating and access to different facilities within the stadium. After the experience, MI collated the results and analysed the data, presenting key findings to Kardinia Park Stadium Trust. The report outlined potential pain points for match day visitors, along with an understanding of attendee habits and the key factors that could positively affect their future venue experience.


Kardinia Park Stadium Trust and other relevant stakeholders were presented with attendee behavioural insights, actionable findings and key recommendations on the potential Stadium enhancements and service modifications that would assist in maximising a positive visitor experience at GMHBA Stadium.