#youthresearch #sport #segmentation
The organisation realised it needed to get closer to young people and get them more involved in the way it develops policy and decides where to invest. In particular, it needed to get through to those who were not already engaged with sport.
“This is a sector where a lot of people are passionate about sport. Sometimes there’s a gap between their experience and that of everyone else.”
Strategic Lead - Research, Evaluation and Analysis, Sport England
We worked with Sport England on a series of projects spanning three years.
First, an attitudinal segmentation of 14-25-year-olds identified six personas, including
We built on this with qualitative work to develop a set of principles for communicating with each of these segments, particularly those who were uninterested in or lukewarm about
Out of that came an online co-creation project where young people helped to come up with new ways of getting active.
The last piece of research looked at transitions from school to college or university, and how this creates opportunities for young people to try out new activities.
The work we conducted helped contribute to a culture change at
It fed into