outdoors-participation-report-v2

Methodology
The project began with extensive desk based research and interviews with a wide range of Stakeholders including National Governing
Bodies; National Trust; Forestry Commission; Brands; Retailers; Outdoor Education bodies; Natural England; Sport England. The
Outdoor Participation Survey was then designed to illicit the Why, Who, Where, When and What of outdoor participation. The 8,493
survey responses from participants and non participants were cross matched with several other in-depth Stakeholder surveys to
ensure the trends were in line with the broader market understanding. These responses, along with the desk based research, were then
analysed to form an in-depth understanding of the outdoor participant. With the survey distributed through main-stream and multisport
outdoor organisations, the authors acknowledge the possibility that it did not reach a representative population for equestrian
sport. Active People survey data has been included on p78 for comparative purposes.
Running alongside this participant understanding, the project team sought to understand the scale of Outdoor Recreation provision
through desk based research and interviews with providers and Stakeholders. Provision data from several sources was captured and
cleansed resulting in a list of over 9,000 unique and identifiable providers. This list was then analysed and segmented. Participation
and provision understanding were then mapped together, identifying gaps and opportunities between the current provider and the
consumer motivations. Finally these opportunities are explored with first thoughts on where they may be exploited moving forward.
Beginning
of July 2014
Understanding Outdoor
Participation
Understanding Outdoor
Provision
Desk Based Research
Interviews carried out across
full spectrum of Outdoor
Activity Providers and
analysed
Compilation of Outdoor
Provision list
Numerous sector-wide lists
gathered and de-duplicated
to create a master list
of over 9,000 providers
Analysis of Provision Data
Emerging trends from the data
were followed up by interview
with key stakeholders and
organisations
Creation of Provision
Insight and Segments
Desk Based Research
Analysis of over 400 pieces
of data and research, including
academic research, major data
sources; stakeholder market
insight (UK and International);
commercial consumer insight
Interviews with key stakeholders
Mapping of Provision with Participation
Report Development
Development of Outdoor
Participant Survey
Circulation of Outdoor
Participation Survey to
Participants and Non Participants
In partnership with
GoOutdoors and supported by
Sport England, National Trust,
Forestry Commission and YHA
8,493 responses
Analysis of Survey Data and
Stakeholder Consumer data
Analysis of over 11,000 participant
and non-participant voices
Creation of Participant Insight and
Segments (with Sub Segments)
Input from
a range of
stakeholders
from across
the following
categories:
Education & Training
Education Associations
& Networks
Accreditation,
Licenses & Schemes
Communication
Retailers
Sport and Recreation
Leadership and
Governance
Industry Specific
Leadership and
Governance
Industry Specific
Networks
Industry Specific
Campaign
Organisations
Tourism
Social Cohesion
Destination Providers
Industry Specific
Disability
Organisations
Industry Specific
Activity Implementors
Professional Trade
Associations
Member Organisations
– consumer /
professional
Instruction , Education,
Training, Licensing
& Professional
Holiday / Outdoor
Activity Providers
Skills Training
Providers (centres)
Beginning of
June 2015
Final Report to Sport England
Project team:
Kelly Gordon; Martin Chester; Andrew Denton;
Naomi Corp; Kate Edhouse; Gina Hayes.
122
123