Research and Information: Market Segmentation
Why do some people play sport? And why do some simply not want to join in. Sport England has developed ‘nineteen sporting segments’ to help us understand the nations’ attitudes to sport and motivations for doing it (or not).
We can use this knowledge to help us influence people and persuade more to take part and within Merseyside this data is being used in order to support Sport England in their drive to increase participation in sport.
Each segment can be explored at different geographic levels. It is possible to find out what people’s sporting habits are in a particular street, community, local authority or region.
For example – Leanne is a Supportive Single. She is the least active segment amongst 18-25 year olds. We know that she is likely to be single, living in private/council rented accommodation and is very likely to have children. We now also know what motivates her, what brands she aspires to, how we can overcome things that stop her taking part in sport and how to get her involved in sports she likes – such as the gym and keep-fit. From this we can work out which sporting interventions are likely to be more successful for Leanne.
This research builds on the results of Sport England’s Active People Survey, the Department of Culture, Media and Sport’s Taking Part survey and the Mosaic tool from Experian.
This data and information will contribute to our Strategy and Business Plan 2010-2016 and help us invest funding into areas that will have the greatest impact.
We are currently working with Liverpool John Moore’s University in the development of a GIS system called ‘GUSS’, a ‘General Urban Sport Simulator’. GUSS is a GIS system that has been specifically designed to interrogate data and will provide Merseyside Sports Partnership with a fully interactive search facility for examining Market Segmentation data around any given postal code.
Potentially, the system in the future could produce information for planning applications, as we will be able to introduce changes to the data, area and view the outcomes of these actions e.g. Social data describing criminal behaviour. By over laying health information, we could look at the health of segments and what would motivate them to participate in sport and physical activity. The overall aim of this project was to use Social Marketing as a tool to increase participation into Sport and Physical Activity. For further information with regards to Market Segmentation, please email firstname.lastname@example.org
A County Sports Partnership Network case study which demonstrates how Merseyside Sports Partnership is working with Liverpool John Moores University to create a bespoke system of intellengence using Active People, Taking Part, Active Places and Sport England’s sporting segmentation model. This system is already helping local authorities and national governing bodies to fully understand community needs and wants, identify gaps in provision and to best promote services to each target group.