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UNDERSTANDING YOUR AUDIENCE
1
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
2
Creating a sporting habit for life
Key AimWhat one or two things can you do
differently and how will you know if it works?
3
Creating a sporting habit for life
What is Insight?
• A process• Understanding and interpretation• Inclusive• Actionable
4
“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
5
What Insight isn’t
Research
Evidence
The Solution
How do you develop Insight?
6
Market understandi
ng
Customer understandi
ng
Clarity of purpose
Moti
vati
on
sP
rog
ram
mes
Rid
e
Fre
qu
en
cy
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
8
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
11
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?
12
?
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..
Creating a sporting habit for life 14
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
Creating a sporting habit for life 15
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
Creating a sporting habit for life 17
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?
18
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