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Insight to Action

Insight to Action. The effective application of insight to inform decisions Carol Fraser and Allison Savich, College Sport Conference, 30/4/14. Agenda. 20 minute exercise 5 minute report back. 25 minute presentation. Images from http ://thinktheology.org / and http://free.clipartof.com /.

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Insight to Action

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  1. Insight to Action The effective application of insight to inform decisionsCarol Fraser and Allison Savich, College Sport Conference, 30/4/14

  2. Agenda 20 minute exercise 5 minute report back 25 minute presentation Images from http://thinktheology.org/ and http://free.clipartof.com/ Creating a sporting habit for life

  3. The insight to action process • Prepare and plan • Evaluate, learn and refine • Implement and deliver • Data, information and insights • Strategy and solutions

  4. The overall goal is raising regular participation • Participation rates in FE are good but we need to understand this participation to identify where the opportunities to grow are

  5. Regular participation in further education remains lower than in other educational settings N.B. Data includes those aged 16-25 only Creating a sporting habit for life

  6. Growing sports participation – the impact of churn N.B. Data includes those aged 14-25 only

  7. Behavioural and attitudinal continuums 1 CONSISTENTLY ACTIVE 4 ACTIVE IRREGULARLY 2 “SPORTING” BEHAVIOUR 5 3 INACTIVE DISINTERESTED FUNCTIONAL ENGAGED RELATIONSHIP/ATTITUDE TOWARDS “SPORT”

  8. Examples of irregularly active individuals “I love shopping, hanging out with my mates and generally having a good time. I still live at home so don’t need to worry about bills and stuff yet. I cant really remember the last time I did sport – probably about a year ago. Its just not my thing, I would rather diet to look good, I just think about the end result” “I like to look good so go and get my nails done and stuff. Going to Ibiza this summer and cant wait- I want to look good for Ibiza and need to do more to get my bikini perfect body” CONSISTENTLY ACTIVE Jade, 22 ACTIVE IRREGULARLY Mason, 18 “SPORTING” BEHAVIOUR “I am training to be an accountant. It is a big leap from college to working life but I didn’t want the debt of going to uni. I have got more keen about sport since leaving school however now I am working it is harder to commit due to my hours” INACTIVE Martina, 18 DISINTERESTED FUNCTIONAL ENGAGED RELATIONSHIP/ATTITUDE TOWARDS “SPORT”

  9. Insight Checklist – customer understanding

  10. Insight Checklist – what are the questions? • 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) • Practical e.g. time, cost, information, people • Emotional e.g. lack confidence / competence • 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? • Age • Gender • Education • Family • Lifestage • Work/study status • Social grade • Ethnicity • Disability/health • Who do they want to take part with? • What do they want to do? • Do they want coached/led or..? • Timing? • Booking options? • Where? • Area / geography • Housing • What activities done? • How often – frequency/regularity/seasonal? • Previous sporting participation behaviour • What else do they spend their time doing?

  11. Group Exercise • Thinking about the attitude and behaviour continuums, choose one point • Use the insight checklist to develop a picture of a person at that point • How might you deliver differently as a result? CONSISTENTLY ACTIVE ACTIVE IRREGULARLY “SPORTING” BEHAVIOUR INACTIVE DISINTERESTED FUNCTIONAL ENGAGED RELATIONSHIP/ATTITUDE TOWARDS “SPORT”

  12. In summary: • Prepare and Plan • Take time to know your audience • Focus on the overall outcome, not just outputs • Recognise the importance of attitudes and behaviours • Use the Insight Checklist to identify gaps and find out more

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