YOUTHSIGHT DEVELOPS GROUND-BREAKING SEGMENTATION FOR SPORT ENGLAND

Posted on 3rd February 2016 by Youth

SE Segmentation Image 1Sport England is in the business of creating sporting habits for life. Between 2012 and 2017 Sport England will invest over £1 billion of National Lottery and Exchequer funding in organisations that can help people get the sporting habit, create sporting opportunities for young people and nurture and develop talent by providing the right facilities in the right places.

In 2014 Sport England entered into a three year relationship with YouthSight in order to help them get the research they needed to make the right strategic decisions to ensure their funding spent most effectively.

The first installment of research conducted by YouthSight was driven by Sport England’s observations that many projects have aimed to increase the number of young people playing sport. And a high proportion of young people regularly take part in sport. But that the rate of participation in sport has historically been fairly flat.

SE Segmentation Image 2

Sport England realized that they needed to better understand how to motivate and influence young people (who are at a critical ‘moment’ in terms of developing (or rejecting) sporting habits for life. Sport England understood that when it comes to targeting young people for participation, one size does not fit all. Different types of people have different types of motivation.

YouthSight was given the task of delving into the personalities, behaviours, attitudes and aspirations of young people. The result was a major piece of work which has culminated the recent publication of Sport England’s ‘Under the Skin’ pack , which breaks down young people into six key “personas”. Each persona is further broken down into a series of key traits, based on extensive research talking to scores of young people.

By understanding these various groups Sport England will be able to design the best possible programmes to get young people active.

Click here to view the full methodology

For more information contact Josephine Hansom, Head of Youth Research and Insight : 020 7374 0997 | Josephine.hansom@youthsight.com

Related Posts

3 Tips To Consider When Introducing Trends Into Your Business...

25th April 2017

The famous futurist Peter Schwartz calls it “the art of the long view”. Others refer to it as keeping your finger on the pulse. However ...

YS At Millennial 2020 – Counting Down ’50 Of The Biggest Trends...

25th April 2017

YouthSight will be exhibiting and speaking at the Millennial 2020 summit this year. With summits in London, New York and Singapore, M2020 is...

POSTED INEvents, News

YS In The Press: YMCA Reports On Young People’s Experiences Of Appren...

13th April 2017

As the biggest youth charity in the world, YMCA came to us to conduct research with past apprentices, to identify ways to increase the appea...

POSTED INNews, Press

HE Research Snippet 25 – Video Insights Into The New PG Loan...

28th March 2017

We think the new PG loan is big news.  It was introduced in 2016 with the aim of boosting the stagnating PGT enrollment numbers[1], especia...

We’re Supporting &more – The New Home For Young Researcher...

23rd March 2017

Given YouthSight is all about Millennials and market research, we couldn’t think of a better industry group to support than &more - th...

POSTED INNews, Press

Open Britain – Poll on Students and Brexit Regret...

11th March 2017

Open Britain commissioned YouthSight to conduct a poll of UK students to see how they voted in the EU referendum, determine levels of regre...

POSTED INNews, Opinion, Press, Student Vote

BBC Radio 4, The Bottom Line with YouthSight director Josephine Hansom...

4th November 2016

Evan Davis hosts panel discussion on The Youth Market with three industry insiders; Josephine Hansom from YouthSight, Philip O'Ferrall, Seni...

HE Research Snippet 24 – Could tackling the gender pay gap help unive...

1st September 2016

Gender pay inequality is big news. Last week’s IFS’s report on the topic dominated the headlines. In her inaugural speech as Prime Minis...