More Detail
This section provides more detailed information on segment data
including how it was created, case studies and how more
detailed analysis can be performed.
Technical Report
Experian Business Strategies were appointed to develop the first
version of the market segmentation data in 2007. They were
also appointed to refresh the data in 2010. To find out
how the segments were developed take a look at our original
technical
report. A second technical report that details how
the segments were refreshed will be available soon.
Case Studies
Working with our colleagues across the country case studies
have been developed to illustrate how the segments can be practically applied to sports
delivery on the ground. The case studies illustrate how the sports
market segmentation can successfully inform local
planning and delivery.
The below cast studies were developed for the first release of
market segmentation data and more will be created following the
data refresh.
Coding up membership data with the Sport England segments
Working with Experian Business Strategies Sport
England have developed a service which enables the coding up of
membership data to the segments. This will give you
a deeper understanding of who your customers are in relation
to the segment profile in your area.
Sport Market Segmentation data is available free
of charge to both public sector and commercial
organisations. The data, which can be downloaded
as tabular (csv) files can be used within most
statistical and geographical software packages. New for 2010
is the availability of segmentation data at the full unit postcode
level.
To download the data see the Sports Market Segmentation web
tool, Raw Data
tab from where you will be able to select and
download the desired data(s).
Documents
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Segmentation was used by the Humber Sports Partnership to devise marketing strategies for particular segments.
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30 July 2009
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Knowsley used the segmentation to help understand in detail the profile of their local population and how to target particular segments.
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30 July 2009
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South Gloucestershire Leisure was opening a refurbished leisure centre. Market segmentation provided them with the knowledge of who their customers were, how best to market to them,and what sort of programmes would appeal.
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30 July 2009
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This case study summarises how the Black Country used Sport England's market segmentation to help focus interventions on particular segments.
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30 July 2009
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Humber Sport Partnership used Sport England's market segmentation to help target a particular segment, Kev.
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30 July 2009
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Market segmentation supported a project in the London region encouraging young women into gyms. Segmentation provided a detailed picture of where 16-24 year women were more likely to be living within the region.
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30 July 2009
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'Wellness on Wheels', a mobile gym facility in the Wear Valley, used segmentation to analyse the profile of their users. This helped them better promote the initiative and refine what was on offer.
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30 July 2009