Liverpool FC is a football club defined by its illustrious history of on-pitch success and the passionate devotion of its fans.

In the week Liverpool took an important step towards further competitive honours by securing Champions League football next season, the Club also launched a new supporter engagement model based on Populus research.

The research evaluated the Club’s previous approach to supporter engagement, with the opinion of fans themselves placed at the heart of the analysis.

The findings revealed clear opportunities for the development of a new approach which provided more opportunities for structured dialogue.

As a result, the club has transformed its supporter engagement model. Fans can now look forward to enjoying new ways of having their voices heard and the opportunity to have their say on the issues that matter to them most.

Research that delivers change

Supporters were asked to highlight the issues that were important to them. Nearly 60% of respondents said the biggest issue was ticket availability. Ticket prices, stadium-related issues and engagement with local supporters were also established as key issues.

Populus conducted more than 40 in-depth interviews with fans, supporter groups, key media commentators, politicians, Liverpool city influencers and other groups and individuals within football; had more than 10,000 fans complete an online questionnaire; and identified best practice fan liaison models within football.

The research has been used to directly benefit fans with an initiative to improve engagement. This includes the launch of fan forums on key issues that have been highlighted by supporters. These are:


New topics for fan forums may also be established as and when required. As well as the fan forums, and as part of this new supporter engagement model, there will also be an annual fan summit hosted by the club’s new CEO, Peter Moore.

Knowing what it is that matters most to fans has been pivotal to Liverpool FC’s overhaul of its supporter engagement model. Research is an important part of helping clubs to better cater for and communicate with fans.

Populus regularly undertakes tracking of football supporters’ attitudes, with the expertise to conduct research among hard to reach groups.

Populus unlocks the Critical Knowledge that brands need to better understand the world around us. We add value to our findings by applying expert analysis to uncover clear, actionable insight. Find out more by calling 020 7253 9900 or emailing