Transcript THE VALUE OF Insight - Hampshire County Council

UNDERSTANDING
YOUR AUDIENCE
Chris Coleman
Relationship Manager
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What we will run through……
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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
Creating a sporting habit for life
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Key Aim
What one or two things can you do differently
and how will you know if it works?
Creating a sporting habit for life
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What is Insight?
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A process
Understanding and interpretation
Inclusive
Actionable
“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
Creating a sporting habit for life
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What Insight isn’t
Research
Evidence
The
Solution
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How do you develop Insight?
Market
understandin
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Customer
understanding
Clarity of
purpose
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Programmes
Motivations
Barriers
Ride
Frequency
Mass
participation
• Keep fit and healthy
• Fun
• Friends and family
• Lack of time
• Safety concerns
• Confidence
• Weather
Occasional
Led rides
Self-organised
rides
• Keep fit and healthy
• Have fun on a bike
• Ride close to home
• Friends and family
• Keep fit and healthy
• Have fun on a bike
• To challenge yourself
• Cycle with friends
• Advocate cycling
• Lack of time
• Safety concerns
• Knowledge of routes
• Need for guidance
• Weather
• Lack of ‘regular’ rides
• Lack of ‘flexible’ rides
• Lack of ‘diverse’ rides
• Lack of local routes
• Lack others to cycle
with
Regular
Frequent
Sport England resources
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Young People - from loss comes opportunity
Whilst demand for sport remains highest amongst young people,
across all sports the biggest drop in participation occurs between 14
and 21
More habits
are
sustained as
people go
through their
30s and 40s
Young people
want a nontraditional offer
with a choice of
sports ,
competing with
people of a
similar level
By understanding their needs sport can remain relevant to young people,
even during periods where they are not participating regularly.
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Sport doesn’t have a monopoly on being fun
Sport isn’t only competing with other sports for people’s time and those
competing activities can bring many of the same benefits
If their current
session didn’t
run only 9% of
Kickz
participants
would be doing
sport
elsewhere
More than
two thirds
would be
spending
time with
friends
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
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Sizing young people’s attitudes and behaviours
Estimated* percentages of overall 14-25 audience
* Extrapolated from Active People Survey and Habit for Life research data
Creating a sporting habit for life
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Supplying the Sporty or Breaking the Norm?
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Parks are where the majority of people play…
Where people 14+ played tennis most if played at least once in the last year in
At a private GB (%)
gym/health
club (non DLL
DLL
or VA)
Indoor Tennis Centre
5%
Private court 5%
VA
4% 2%1%
32% Parks
Somewhere else 5%
Leisure Centres 10%
14%
Tennis Clubs
Source: Baseline Tracking Survey (October 2013 – May 2014; Base: 1954)
21% Schools/Universities/FE
Creating a sporting habit for life
People don’t just fall out of love with sport..
69%
of 16-24s
attribute
stopping sport
to life
changes
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
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Competing for attention by making sport easy to
choose
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
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For most women,
physical activity is
NOT
about winning. It’s
about health, fun,
family & flexibility
– and about fitting
sport and fitness
into busy lives
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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
Creating a sporting habit for life
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Sound Basketball: sport meets lifestyle
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
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Key Aim
What one or two things can you do differently
and how will you know if it works?
Creating a sporting habit for life
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Questions, comments, group exercise
Creating a sporting habit for life
Insight Checklist – customer understanding
Creating a sporting habit for life
Understanding participants - checklist
- What do they associate with sport/the activity?
- Who do they think it is for?
- What are they looking for?
- What do they think they’ll get
from doing sport? (short/long
term)
- Who do
they trust?
- What media
sources and
channels?
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Age
Gender
Education
Family
Life stage
Work/study
status
- Social grade
- Ethnicity
- Disability/health
- What activities done?
- How often –
frequency/regularity/seasonal?
- Previous sporting participation
behaviour
- What else do they spend their time
doing?
- Practical e.g. time, cost, information,
people
- Emotional e.g. lack confidence /
competence
- What do they know
about the offer?
- Where is the info
available?
- Where do they access
info?
- What media sources?
- Friends / family?
- Area / geography
- Housing
Creating a sporting habit for life
- Who do they
want to take
part with?
- What do they
want to do?
- Do they want
coached/led
or..?
- Timing?
- Booking
options?
- Where?
Insight Checklist
Tennis target audience example
- Believe tennis is available to all (no ‘elitist’ hang-ups)
- “Cardio tennis” sounds like the gym not tennis
- Enjoyed it in the past
- Liked the sociability and
sense of community link
- Fashion
- Cult of celebrity
- Herd mentality
(follow the trend)
- Media glamour
- People they
trust
- How to get a court? (Lack of signage)
- No-one to play with
- Takes too long
- Too much effort to organise
- Online
- Friends
- 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
Creating a sporting habit for life
- 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