A race organiser can collect plenty of feedback and still struggle to decide what to change. The useful question is whether the research explains a decision the team can actually make.
A current industry reference
Running USA’s 2026 Global Runner Survey gathered responses from more than 11,700 runners, joggers and walkers. Its published introduction says the research covers event preferences, spending, travel, merchandise, fundraising, inclusion and technology use. The full report is offered separately.
The public introduction establishes the scope of the work. It does not provide a basis for inventing detailed findings or assuming its respondents represent every British runner.
Running Insights analysis: define the decision first
A local organiser could begin by naming one decision, such as whether to change registration information or improve the arrival instructions. Questions can then focus on what participants needed, what they found and where they became uncertain.
Asking whether an event was enjoyable is useful, but it may not reveal why someone would return. More specific questions could explore the moments that made the day easier or harder to navigate.
Listen beyond the finish line
A post-race survey reaches people who completed the journey. It may miss those who considered entering but stopped, withdrew before race day or could not find information about access. A separate, proportionate approach could help understand those experiences.
Organisers should explain why they are collecting information and use only what is needed. Participant feedback should be assessed without exposing personal details to sponsors or other third parties.
Link sponsorship to a participant need
Research could help a commercial partner solve a clear problem. If the event has identified an information gap, a useful partnership might support clearer guidance or an accessible briefing. It should not simply create another promotional message on the route.
A sponsor proposal becomes easier to assess when it states the participant need, the planned activity and how its usefulness will be reviewed. Reach and impressions can sit alongside feedback on the actual experience.
Close the loop
After reviewing responses, the organiser could publish a short explanation of what will change and what needs more work. It should avoid promising a solution before the team has confirmed that it can deliver it.
For the next edition, keep a record of the decision and its intended result. That makes feedback part of event development rather than an annual exercise with no visible consequence. The value of research lies in the quality of the decisions it supports.
Image: Running USA.
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