Hearts & Minds_v3
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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. We are offering <strong>Hearts</strong> & <strong>Minds</strong> to meet<br />
that need.<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’. Our aim is to inform and empower our clients to<br />
take the right decisions to improve the position of the<br />
sports with 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 May and November 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 attitudes and behaviours of<br />
their key target markets. The study will answer key<br />
questions such as:<br />
• who, in profile terms, is participating in one<br />
core sport and also taking part in other<br />
complementary sports and why are they doing<br />
this<br />
• who are the inactive people who may be<br />
persuadable to try your sport, where and how<br />
can they be reached and what messages will<br />
resonate<br />
• where are key groups of people on the<br />
behaviour change journey<br />
• how people combine and move between sports<br />
over time<br />
• how to engage with hard to reach groups where<br />
sporting activity levels are low - minorities, the<br />
economically deprived, people with disabilities<br />
etc.<br />
In short, subscribing to <strong>Hearts</strong> & <strong>Minds</strong> will help<br />
you understand existing and potential participants<br />
in your sport and how to engage with 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> and <strong>Minds</strong> study we<br />
need to consult with our subscribers and potential<br />
subscribers on the size and shape of our study.<br />
While we are hearing about common insight<br />
needs, we will also tailor the study to meet the<br />
specific needs/priorities of our partners. With that<br />
in mind we are working to the following time plan:<br />
January / February<br />
• Initial consultation with subscribers/potential<br />
subscribers<br />
February<br />
• Review of the information gaps which the study<br />
needs to address<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 />
Q What is a syndicated research programme?<br />
A. A study which several partners co-fund.<br />
Q. Why are you taking a syndicated approach? What are the<br />
benefits?<br />
A. A syndicated approach offers:<br />
• common questions and metrics to enable objective<br />
comparison between sports<br />
• far lower costs to each partner compared with doing their<br />
own bespoke study<br />
• opportunities to expand the reach of the study<br />
• a common understanding of current/potential participants<br />
who may crossover between sports.<br />
Q. Who is it aimed at?<br />
A. Organisations which have a responsibility to grow levels of<br />
sporting activity such as NGBs, Leisure Companies, Clubs, Gyms,<br />
Community Sports Partnerships, Commercial Sports Brands etc.<br />
Q. Can we input into the design of the survey?<br />
A. Yes. Each partner will be a key contributor to decisions on<br />
what the survey addresses.<br />
Q. Will the survey pick up my target groups?<br />
A. Our survey is designed to be nationally representative and<br />
we will be able to report on all key population demographics:<br />
by age, gender, social class, region, ethnicity & life stage. We<br />
will pick up participation levels for each sport by these key<br />
demographics. If you have a niche target e.g. a specific<br />
subgroup or geographic area, we can provide you with a<br />
targeted boost to ensure we have robust coverage of your<br />
target market.<br />
Q. Can we survey our own members?<br />
A. Yes. We can work with you to share a version of the survey<br />
with some or all of your databases. We will be able to compare<br />
the findings from your members and those of 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