As part of our continued liaison with supporters regarding our Brand Evolution Project we are now in a position to share the results of our supporter survey conducted earlier this year.
The purpose of the survey was to engage with our supporters and gain an understanding of how they felt about Peterborough, Peterborough United and our identity as a football club. The survey provided a wide range of answers, and ideas for our potential new and broader identity and branding.
You can review the survey results in full below.
AGE RANGE OF PARTICIPANTS
The age ranges of people who completed the survey varied. People aged 31-40 participated the most (18.8%).
| AGE GROUP | % |
| 0-10 | 0.2% |
| 11-20 | 14.2% |
| 21-30 | 18.4% |
| 31-40 | 18.8% |
| 41-50 | 16.5% |
| 51-60 | 14.1% |
| 61-70 | 11.2% |
| 71+ | 6.5% |
SEASON TICKET HOLDERS V NON SEASON TICKET HOLDERS
We wanted to find who, participating in the survey, was a Peterborough United season ticket holder versus who was not.
| SEASON TICKET STATUS | % |
| SEASON TICKET HOLDER | 45.2% |
| NON SEASON TICKET HOLDER | 54.8% |
AVERAGE AMOUNT OF GAMES ATTENDED PER SEASON
We wanted to find out how many games people went to per season who completed the survey. Participants covered a wide range of answers.
| NUMBER OF GAMES PER SEASON | % |
| 1-5 | 18% |
| 6-10 | 16.7% |
| 11-15 | 11.9% |
| 16-20 | 8.4% |
| 21-25 | 10.4% |
| 26-30 | 14.1% |
| 30+ | 10.6% |
WHAT SYMBOLISM BEST REPRESENTS PETERBOROUGH AND THE LOCAL COMMUNITY?
We wanted to ask fans what symbolism represents the city of Peterborough and the local community. This question was asked as we want to incorporate the story of the city we represent into our suite of identities.
This question allowed free text entry but there were some clear trends which are below:
• The Cross Keys
• The Cathedral
• The River Nene
• Griffins
• The colour blue
A cross section of insightful answers were received and are displayed below:
IMPORTANT CONSIDERATIONS TO EVOLVE THE FOOTBALL CLUB'S IDENTITY
We wanted to ask our supporters what is important, and understand some considerations that you would like us to think about as we look at our identity.
This question allowed free text entry but there were some clear trends which are below:
• A clean design
• Not too minimalistic
• Have detail and meaning
• A nod to tradition and history
A cross section of insightful answers were received and are displayed below:
WHAT WORDS COME TO MIND WHEN YOU THINK OF PETERBOROUGH UNITED FOOTBALL CLUB
It was clear that when supporters think of Peterborough United, they think of youthful attacking play as well as exciting, high-scoring matches. Words like ‘forward-looking’ and ‘progressive’ appeared frequently.
Supporters also stated that the club is family-friendly and has hardworking and working-class values. Youthful was a word often used to refer to our reputation for developing young players.
A cross section of insightful answers were received and are displayed below:
TRADITIONAL v MODERN
When asked if our new identity should be modern or traditional. The results are below:
| TRADITIONAL | 48.2% |
| MODERN | 51.8% |
WHAT MAKES A WORLD-CLASS FOOTBALL CLUB IDENTITY?
We want to encourage our supporters to be talking and thinking about football club identities in order to better judge new designs when they are released in private focus groups. Whilst there were many different responses, some clear trends were:
• Simplicity, a clear badge, and being unique and recognisable
• Fewer colours, with many suggesting blue and white
• A distinctive outline and a timeless feel
• A nod to club heritage and history
A cross section of insightful answers were received and are displayed below:
MOST POPULAR ELEMENTS OF THE CURRENT BADGE
We asked our supporters to identify which element of the current identity they liked the most. The crown and cross keys were the most popular elements of the current identity.
Other popular parts of the current badge are:
| RANKING | ELEMENT |
| 1st | The Crown & Cross Keys |
| 2nd | Upon this Rock Banner |
| 3rd | The Griffins |
| 4th | Current Typography |
| 5th | 1934 |
| 6th | A Circular Shape |
| 7th | Upon this Rock Typography |
| 8th | The Colour |
PROUD TO BE POSH OR UPON THIS ROCK
Most supporters identified more with the motto 'Upon this Rock,' with 59.8% saying that that was their preferred club slogan.
| Upon this Rock | 59.8% |
| Proud to be Posh | 40.2% |
POSH, THE POSH, PETERBOROUGH UNITED OR SOMETHING ELSE?
Most supporters said that they most commonly refer to the Club as 'Posh' when asked, other results are ranked below:
| RANKING | HOW DO YOU REFER TO THE CLUB |
| 1st | Posh |
| 2nd | The Posh |
| 3rd | Peterborough United |
| 4th | United |
| 5th | Boro |
| 6th | Peterborough |
| 7th | Borough |
WHY ARE WE CALLED POSH?
Almost all supporters knew the origin story of our nickname with 85% saying they did without the assistance of a search engine.
