Understanding Our Customers
Sport England's research department has recently released some fantastic segmentation work, which is great news because segmentation is an essential element of good marketing.
In an ideal world we would market to everyone individually, however this is impractical. What often ends up happening instead is one communication to everybody, which normally only appeals to a small percentage of the population. Segmentation allows us to group together people who have something in common, in our case with relation to sport.
The best example of segmentation nowadays is Tesco who have used the information from the Tesco clubcard to dominate the market.
The market segmentation data released by Sport England provides information on motivations for the English population (18+) participating in sporting activities, whether they want to do sport and the barriers to doing more sport. In addition, the segments provide information on media consumption and communication channels, social capital, health indicators including obesity and engagement in the wider cultural sphere.
With this data, it is even possible to analyse the market in a particular street, community and local authority ward.
For a comprehensive guide to these segments, how to access this data in your area and how to use this data towards increasing participation, click on the picture in this news item.
