Research
The Promoting Activity toolkit is based on hundreds of thousands of pounds and years of research. This research has been done by Sport England, Make Sport Fun, Experian, Henley Centre (now the Futures Company) and others.
Sport England segmentation
Sport England used their £6million Active People survey, the DCMS' Taking Part survey and Experian's Mosaic tool to identify 19 segments within England.
The largest ever survey of sport and active recreation to be undertaken in Europe.
The survey provides by far the largest sample size ever established for a sport and recreation survey and will allow levels of detailed analysis previously unavailable. It identifies how participation varies from place to place and between different groups in the population.
Segmentation research reports
To understand some of the research and what it tells us please look at the reports below.
- For the insight into how 6 segments feel about organised sport download this report (pdf, 3.3MB)
- For the insight into how 7 segments feel about activity and active travel download this report (pdf, 3MB)
- For the insight into how the final 6 segments feel about activity download this report (pdf, 5MB)
- For the insight into how different family groups feel about activity download this report (pdf, 2.3MB)
Further research reports
- For the insight into participation among lone parents click here
- For the insight into participation among 15-19 year old women click here
- For the insight into participation among recently retired people click here
- For insight into mental health and social marketing click here
To download Adobe pdf reader for free click here
Research
The Promoting Activity toolkit is based on hundreds of thousands of pounds and years of research. This research has been done by Sport England, Make Sport Fun, Experian, Henley Centre (now the Futures Company) and others.
Sport England segmentation
Sport England used their £6million Active People survey, the DCMS' Taking Part survey and Experian's Mosaic tool to identify 19 segments within England.
The largest ever survey of sport and active recreation to be undertaken in Europe.
The survey provides by far the largest sample size ever established for a sport and recreation survey and will allow levels of detailed analysis previously unavailable. It identifies how participation varies from place to place and between different groups in the population.
Segmentation research reports
To understand some of the research and what it tells us please look at the reports below.
- For the insight into how 6 segments feel about organised sport download this report (pdf, 3.3MB)
- For the insight into how 7 segments feel about activity and active travel download this report (pdf, 3MB)
- For the insight into how the final 6 segments feel about activity download this report (pdf, 5MB)
- For the insight into how different family groups feel about activity download this report (pdf, 2.3MB)
Further research reports
- For the insight into participation among lone parents click here
- For the insight into participation among 15-19 year old women click here
- For the insight into participation among recently retired people click here
- For insight into mental health and social marketing click here
To download Adobe pdf reader for free click here