Hearts & Minds_v1
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HEARTS & MINDS<br />
SYNDICATED RESEARCH<br />
Greater understanding<br />
of attitudes to sport<br />
and physical activity
The opportunity<br />
The focus of the sports industry is changing, with the<br />
Government and Sport England emphasising the<br />
importance of putting the customer at the heart of<br />
everything they do. The goal is a lofty one, as explained by<br />
Tracey Crouch MP in the foreword of Sport England’s new<br />
strategy:<br />
“to put the customer first, focus on those least active<br />
and transform how sport is delivered across the<br />
country”.<br />
2017 sees the first publication of Sport England’s Active<br />
Lives profile of physical activity in England. This will be<br />
hugely helpful in showing us:<br />
• participation levels across all sports<br />
• the profile of participants in each<br />
• the interrelationship between the sports in which<br />
people participate<br />
• the sport by sport profile of participants<br />
• some of the other leisure and lifestyle choices of<br />
sports participants<br />
We welcome Active Lives for the greater understanding<br />
that it will bring and the opportunity arising for NGB’s to<br />
work together to mutual benefit rather than in<br />
competition. But Active Lives is not intended to provide<br />
all the answers required for a customer-centric<br />
transformation.<br />
<strong>Hearts</strong> & <strong>Minds</strong> | Syndicated Research
What is <strong>Hearts</strong> & <strong>Minds</strong>?<br />
<strong>Hearts</strong> & <strong>Minds</strong> is a syndicated research tracking study<br />
offering participating businesses and NGB’s the<br />
opportunity to fill the knowledge gaps from Active Lives,<br />
digging deeper into the ‘how’s’, the ‘why’s’ and the ‘why<br />
not’s’.<br />
Our aim is to inform and empower our clients to take the<br />
right decisions to improve the position of the sports with<br />
which they are involved.<br />
As a syndicated study, co-funded by several organisations,<br />
it will facilitate the sharing of knowledge and possible<br />
joint initiatives, and will do so without breaking the bank.<br />
<strong>Hearts</strong> & <strong>Minds</strong> is a nationally representative study to be<br />
published twice yearly in April and October and will<br />
address the gaps in knowledge identified by participating<br />
partners including:<br />
• why people think and behave as they do in relation to<br />
sports participation<br />
• the key influences on participation decisions<br />
• how to overcome barriers to engagement with sport<br />
and physical activity<br />
• the impact of particular initiatives and campaigns<br />
• how people engage with sport and how and why they<br />
move between sports<br />
Greater understanding of attitudes to sport and physical activity
What <strong>Hearts</strong> & <strong>Minds</strong> will deliver<br />
Partner organisations will gain an in-depth<br />
understanding of the thoughts and behaviour of<br />
key target markets and specific sub groups of<br />
interest such as:<br />
• participants in other complementary sports<br />
• demographic groups which are priority targets<br />
• existing participants about whom additional<br />
strategic information is required<br />
• people within a targeted geographical area<br />
• hard to reach groups where sporting activity<br />
levels are low - minorities, economically<br />
deprived, people with disabilities etc.<br />
Subscribing to <strong>Hearts</strong> & <strong>Minds</strong> will provide an<br />
understanding of existing and potential<br />
participants in your sport and how to engage with<br />
them.<br />
This insight will enable you to create targeted<br />
campaigns that address and change behaviours<br />
and evaluate their effectiveness over time.<br />
<strong>Hearts</strong> & <strong>Minds</strong> | Syndicated Research
Key Milestones<br />
In order to deliver the <strong>Hearts</strong> & <strong>Minds</strong> study we<br />
need to consult with our subscribers and potential<br />
subscribers on the size and shape of our study. We<br />
are already in discussion with Sport England<br />
reviewing what we propose to complement Active<br />
Lives to ensure that we are ready to go shortly<br />
after the initial data from Active Lives has been<br />
delivered. With that in mind we are working to the<br />
following time plan:<br />
January<br />
• Initial consultation with subscribers/potential<br />
subscribers<br />
By mid February<br />
• Review of Active Lives and consultation on<br />
information gaps<br />
Early March<br />
• Informal agreement in principle to participate<br />
Mid March<br />
• Formal proposals and costs confirmed<br />
Early to mid April<br />
• Fieldwork<br />
Early May<br />
• Results<br />
Greater understanding of attitudes to sport and physical activity
FAQs<br />
Common questions which have arisen so far are:<br />
Q What is syndicated research programme?<br />
A. A study which several partners co-fund.<br />
Q. Why do you propose a syndicated approach? What<br />
are the benefits<br />
A. A syndicated approach offers:<br />
• common metrics to afford objective comparison<br />
between sports<br />
• shared costs resulting in far lower costs to each<br />
partner than from their own bespoke study<br />
• shared information between partners which will be<br />
helpful to each and in seeking to better understand<br />
the crossover between sports.<br />
Q. Can we input into the design of the survey<br />
A. Yes. Each partner will be a key contributor to decisions<br />
on what the survey addresses.<br />
Q. Will the survey pick up my target groups?<br />
A. Our survey is designed to be nationally representative<br />
and we will be able to report on all key population<br />
demographics: by age, gender, social class, region,<br />
ethnicity & life stage. We will pick up participation levels<br />
for each sport by these key demographics. If you have a<br />
niche target e.g. a specific subgroup or geographic area,<br />
we can provide you with a targeted boost to ensure we<br />
have robust coverage of your target market.<br />
Q. Can we survey our own members?<br />
We can work with you to address some or all of the<br />
questions with your databases. We will host the survey<br />
for you and provide the findings from the members and<br />
compare these with the main study.<br />
<strong>Hearts</strong> & <strong>Minds</strong> | Syndicated Research
Next steps<br />
We will call to discuss and get your feedback on<br />
what we are proposing. If in the meantime, you<br />
would like more details please get in touch with us<br />
paul@roberts-sports.com<br />
michael@sportmr.co.uk<br />
jack@sportmr.co.uk<br />
Greater understanding of attitudes to sport and physical activity