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Market Segmentation

Sport England's Market Segmentation tool has been designed to help understand the life stages and attitudes of different population groups –and the sporting interventions most likely to engage them.

19 Sporting Segments have been created to help us understand attitudes to sport; the motivations for taking part and the barriers that prevent people from getting involved.

Sport England's Market Segmentation tool has been designed to help understand the life stages and attitudes of different population groups –and the sporting interventions most likely to engage them.

19 Sporting Segments have been created to help us understand attitudes to sport; the motivations for taking part and the barriers that prevent people from getting involved.

A new interactive web tool is also available, enabling sports organisations to carry out a market segmentation analysis of their local area right down to postcode level, and view the results in range of formats including maps, charts and tables.

The tool enables users to answer key questions such as

'What is the dominant segment in my local authority area?'

'Which segment lives within the catchment of my sports centre?'

'Where can I find Leanne?'

'Which segments are more likely to play my sport?'

'In this area, where are the people located who are more likely to play tennis?'

'Where people are located who would like to play sport to lose weight?'

More information on Market Segmentation can be found here

http://segments.sportengland.org/index.aspx

The Market Segmentation web tool can be accessed here http://segments.sportengland.org/index.aspx