Understanding your audience

1. Understanding your audience Chris Coleman Relationship Manager

2. 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

3. Key Aim What one or two things can you do differently and how will you know if it works?

4. What is Insight? • 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

5. What Insight isn’t

6. How do you develop Insight?

7. Programmes Mass participation Led rides Self-organised rides • Keep fit and healthy • Have fun on a bike • To challenge yourself • Cycle with friends • Advocate cycling Motivations • Keep fit and healthy • Fun • Friends and family • Keep fit and healthy • Have fun on a bike • Ride close to home • Friends and family • Lack of time • Safety concerns • Knowledge of routes • Need for guidance • Weather Barriers • Lack of ‘regular’ rides • Lack of ‘flexible’ rides • Lack of ‘diverse’ rides • Lack of local routes • Lack others to cycle with • Lack of time • Safety concerns • Confidence • Weather Occasional Regular Frequent Ride Frequency

8. Sport England resources

9. 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 non-traditional 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. Creating a sporting habit for life

10. 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 Creating a sporting habit for life

11. 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

12. Supplying the Sporty or Breaking the Norm? ?

13. Parks are where the majority of people play… Where people 14+ played tennis most if played at least once in the last year in GB (%) At a private gym/health club (non DLL or VA) VA DLL Indoor Tennis Centre Private court Parks Somewhere else Leisure Centres Schools/Universities/FE Tennis Clubs Source: Baseline Tracking Survey (October 2013 – May 2014; Base: 1954)

14. 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 ONLY 9% of women and 7% of men blame decreased participation on a loss of interest in sport Rather than leaving participants to re-form new habits by themselves, successful organisations target moments of change to introduce new opportunities & services to customers Creating a sporting habit for life

15. 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

16. 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 • 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

17. 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

18. Key Aim What one or two things can you do differently and how will you know if it works?

19. Questions, comments, group exercise

20. Insight Checklist – customer understanding

21. 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) • 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 • Life stage • 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?

22. 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 - How to get a court? (Lack of signage) - No-one to play with - Takes too long - Too much effort to organise - Fashion - Cult of celebrity - Herd mentality (follow the trend) - Media glamour - People they trust - Online - Friends - 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 - 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