UNDERSTANDING YOUR AUDIENCE

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Chris ColemanRelationship Manager

Creating a sporting habit for life

What we will run through……• What is Insight and is it not?• How do you develop insight• The process of developing insight to action• Some non sporting examples• What data and research exists from Sport England?• Some sports examples with a customer led approach• A Challenge to think differently

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Creating a sporting habit for life

Key AimWhat one or two things can you do

differently and how will you know if it works?

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Creating a sporting habit for life

What is Insight? • A process• Understanding and interpretation• Inclusive• Actionable

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“Why is a good insight like a refrigerator?Because the moment you look into it,a light comes on.”

Jeremy Bullmore, Member, WPP Advisory Board

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What Insight isn’t

Research Evidence The Solution

How do you develop Insight?

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Market understanding

Customer understanding

Clarity of purpose

Mot

ivat

ions

Prog

ram

mes

Ride

Fr

eque

ncy

FrequentOccasional Regular

Self-organised rides

Mass participation Led rides

Barr

iers

• Keep fit and healthy• Fun• Friends and family

• Lack of time• Safety concerns• Confidence• Weather

• Lack of time• Safety concerns• Knowledge of routes• Need for guidance• Weather

• Keep fit and healthy• Have fun on a bike• Ride close to home • Friends and family

• Lack of ‘regular’ rides• Lack of ‘flexible’ rides• Lack of ‘diverse’ rides• Lack of local routes• Lack others to cycle with

• Keep fit and healthy• Have fun on a bike• To challenge yourself• Cycle with friends• Advocate cycling

Creating a sporting habit for life

Sport England resources

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Young People - from loss comes opportunity

Creating a sporting habit for life 9

Whilst demand for sport remains highest amongst young people, across all sports the biggest drop in participation occurs between 14 and 21

By understanding their needs sport can remain relevant to young people, even during periods where they are not participating regularly.

More habits are

sustained as people go through their 30s and 40s

Young people want

a non-traditional offer with a

choice of sports ,

competing with people of a similar

level

More than two

thirds would be spending time with friends

Creating a sporting habit for life 10

Sport isn’t only competing with other sports for people’s time and those competing activities can bring many of the same benefits

To be on someone’s shopping list of activities, a sport needs to meet that person’s specific needs. This may involve:

• Removing practical barriers• Demonstrating relevance of that activity to a person’s life

Where sport fails in this people simply choose something else to do

Sport doesn’t have a monopoly on being fun

If their current session didn’t run only 9%

of Kickz participants

would be doing sport elsewhere

Creating a sporting habit for life

Sizing young people’s attitudes and behaviours

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Estimated* percentages of overall 14-25 audience

* Extrapolated from Active People Survey and Habit for Life research data

Creating a sporting habit for life

Supplying the Sporty or Breaking the Norm?

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?

Creating a sporting habit for life

DLL

Parks are where the majority of people play…

32%

21%14%

10%

5%

5%

5% 4% 2% 1%

Parks

Leisure Centres

Tennis Clubs Schools/Universities/FE

Indoor Tennis Centre

At a private gym/health

club (non DLL or VA)

Private court

Somewhere else

VA

Where people 14+ played tennis most if played at least once in the last year in GB (%)

Source: Baseline Tracking Survey (October 2013 – May 2014; Base: 1954)

People don’t just fall out of love with sport..

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Although life transitions remain the dominant reason given for leaving sport it is rare that people make a conscious choice at a given moment in time

Rather than leaving participants to re-form new habits by themselves, successful organisations target moments of change to introduce new opportunities & services to customers

ONLY 9% of women and 7% of men

blame decreased

participation on a loss of interest in

sport

69%of 16-24s attribute stopping

sport to life changes  

Competing for attention by making sport easy to choose

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Sporting habits are dependent on making choices – not just choices between sporting activities but also choices between sport, other leisure activities and wider lifestyle needs. People are increasingly expecting to be given exactly what they want and leading businesses are responding.

A common factor in successful developments is helping to make repeatedly choosing something easier by lowering the barriers to entry for skills, location or timing

Creating a sporting habit for life 16

• Confidence is an issue for many women so the first sporting experience is key• If they feel they are viewed negatively for participating (e.g. unfeminine) they

are very likely to be turned off• If someone finds the nerve to turn up, they need to be welcomed and

encouraged or they may well not come back

For most women, physical activity is NOTabout winning.

It’s about health, fun,

family & flexibility – and

about fitting sport and fitness into busy lives

Sound Basketball: sport meets lifestyle

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Sound Basketball is an informal after school basketball club developed by consultation with local young people. The exciting difference is DJs playing at the side of the courts to create an informal yet vibrant atmosphere.

The ‘Sound Basketball’ after-school club successfully attracted up to 75 young people per session, drawn from both keen basketballers and those more interested in music

Creating a sporting habit for life

Key AimWhat one or two things can you do

differently and how will you know if it works?

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Creating a sporting habit for life

Questions, comments, group exercise

Creating a sporting habit for life

Insight Checklist – customer understanding

Creating a sporting habit for life

Understanding participants - checklist

- Age- Gender- Education- Family- Life stage- Work/study

status- Social grade- Ethnicity- Disability/

health

- Area / geography

- Housing

- What activities done? - How often –

frequency/regularity/seasonal?- Previous sporting participation

behaviour- What else do they spend their

time doing?

- Who do they trust?

- What media sources and channels?

- What do they know about the offer?

- Where is the info available?

- Where do they access info?

- What media sources?

- Friends / family?

- Practical e.g. time, cost, information, people

- Emotional e.g. lack confidence / competence

- What are they looking for?

- What do they think they’ll get from doing sport? (short/long term)

- What do they associate with sport/the activity? - Who do they think it is for?

- Who do they want to take part with?

- What do they want to do?

- Do they want coached/led or..?

- Timing?- Booking

options?- Where?

Creating a sporting habit for life

Insight Checklist Tennis target audience example

- 21-24 yr old women- Post-uni, pre-Mum- Professional - London-

orientated- South-East-based

- Group and individual exercise- Zumba

- Some play tennis occasionally (especially in summer)

- All have played tennis in the past

- Fashion- Cult of celebrity- Herd mentality (follow the trend)- Media glamour- People they trust

- Online- Friends

- How to get a court? (Lack of signage)- No-one to play with- Takes too long- Too much effort to organise

- Enjoyed it in the past- Liked the sociability and sense of community link

- Believe tennis is available to all (no ‘elitist’ hang-ups)

- “Cardio tennis” sounds like the gym not tennis

- Convenience, ease, flexibility

- Online booking- Uninterrupted hour on

court - But session done in an

hour- Communal

- “Exercise by stealth”- Interested in playing

tennis again- Share experiences with

friends- Trusted place to find

where to play- Trusted place to find

people to play with