Understanding your participants – Sport England
•Télécharger en tant que PPTX, PDF•
2 j'aime•1,358 vues
Carol Fraser from Sport England presents about how to use insight to understand your sports participants. Presented at the Sport and Recreation Alliance's Sports Summit 2014.
Recommandé
Contenu connexe
Tendances
Tendances (12)
En vedette
Similaire à Understanding your participants – Sport England
Similaire à Understanding your participants – Sport England (20)
Plus de Sport and Recreation Alliance
Plus de Sport and Recreation Alliance (20)
Dernier
Dernier (12)
Understanding your participants – Sport England
- 1. Creatinga sportinghabitforlife UNDERSTANDING YOUR PARTICIPANTS SPORTS SUMMIT 2014 Carol Fraser Business Advisor Sport England 6 June 2014
- 2. Creating a sporting habit for life Introducing Sport England We are investing over £1 billion of National Lottery and Exchequer funding between 2012 and 2017 in organisations and projects that will: • Help more people have a sporting habit for life • Create more opportunities for young people to play sport • Nurture and develop talent • Provide the right facilities in the right places • Support local authorities and unlock local funding • Ensure real opportunities for communities 2
- 3. Creating a sporting habit for life What do we mean by insight? • Insight is a process • It is holistic • It supports decision making • It requires understanding and interpretation 3 Image courtesy of http://inthralld.com/
- 4. Creating a sporting habit for life Understanding participants • A deep understanding of people, their choices and behaviours is central to meeting the challenge of significantly increasing participation and developing talent • Linking knowledge of participants and financial sustainability – Stronger and deeper relationships – Retention and growth – Funding and sponsorship 4
- 5. Creating a sporting habit for life Our responsibilities 5 Sport England Whole sector coverage and scale Our Partners Experts in their area
- 6. 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?
- 7. Creating a sporting habit for life Example: Understanding the youth market 7 Percentage of 16-25s participating in ‘any sport’ and at least once a week
- 8. Creating a sporting habit for life At least once a week participation Youth market: Who they are 8 Source: Active People Survey 7 Males/females aged 14-25 66.5% 45.9% 64.1% 60.2% 64.5% 61.4% 60.3% 66.2% 62.9% 45.8% 40.6% 28.1% 33.8% 42.8% 52.4% 40.2% White-British Asian Chinese Other White-British Asian Chinese Other 16-25 year olds Male Female
- 9. Creating a sporting habit for life Youth market: Where they are 9
- 10. Creating a sporting habit for life Youth market: What do they do 10 Source: Active People Survey 7
- 11. Creating a sporting habit for life Youth market: What do they do 11
- 12. Creating a sporting habit for life Youth market: Perceptions and beliefs 12 Positive about sport Recognise benefits of sport/activity But not participating Disinterested in participating in sport Have a more functional relationship with it Persuadable of benefits of being active that are relevant to them
- 13. Creating a sporting habit for life Make use of our resources 13
- 14. Creating a sporting habit for life 14 UNDERSTANDING YOUR PARTICIPANTS SPORTS SUMMIT 2014
Notes de l'éditeur
- Introductions Agenda: About us, what we mean by insight and why understanding your participants is important SE’s role and how we approach understanding participants, illustrated by recent example How SE can help you Paul LTA – example of insight in practice, their experience over the past year gaining insight into their participants and the differences that’s making to what they’re doing
- For those who are less familiar with SE, a brief explanation of who we are and what we do
- Insight is a term that’s used a lot… what do we mean by it? Lego example PROCESS: Building your understanding, building a picture HOLISTIC: No one piece of information in isolation ACTIONABLE: insight influencing decision making INTERPRETATION: pov across the whole picture Renault – educated instincts
- What insight do we need? What decisions are we looking to make Understanding who takes part, what they do, why and who’s not taking part and why is a step on the way to being to influence and change behaviour so we can effectively increase participation. One other reason links to today’s theme of financial sustainability
- SE – seek to understand participation behaviours and habits across the sport sector broadly. Over next year focusing on some particular audiences e.g. young people Scale e.g. APS Starting point for partners to build on – expect them to be experts in their area.
- Examples of some of the types of information you might want to look at to deepen your understanding of your participants Link to what this means for what is being delivered to whom. How much of the whole market do you have sight of / can you influence? E.g. running
- SE youth insight – work in progress Overview of some of the process and some of the insight that we’re building Starting point – APS data, participation rates not growing. Priority to move the 53.7% up
- APS variations in participation rates Layering demographics together Desk research into population trends – changes in the make up of who the youth market are has impacted and will impact on the overall rate.
- Our youth investment focus on education settings Sizing the market to understand the potential impact these could have Review of the supply by Deloitte – offer outside of education only tailored and targeted to YP in places Qual research – YP outside of education found it more difficult to access sport, more likely to think it wasn’t for them
- APS tells us YP’s behaviour is more changeable More life changes Not just a threat – also an opportunity, research showing it’s easier to change behaviour when your life is also changing Qual & observation – YP looking for experiences/social currency. Consistently take part in activities they can talk about/share with friends
- As YP age move from more traditional and team sport to health and fitness activities – shift over time Qual to understand journeys Link to shifts in motivations and attitudes, growing importance of image Appeal of age barrier activities
- Previously perhaps linked shifting attitudes to being more positive to sport with increasing participation (linear behaviours and attitudes) But attitudes are more complex and we found behaviour and attitude disconnect – young people who were engaged emotionally with sport but didn’t take part regularly, while some of their more disinterested peer found a wider reason to take part.
- APS Market segmentation Local sports profile Evaluations Bespoke – habits, youth (later this year) Also – facility planning tools, value of sport evidence