Insight to Action

Creating a sporting habit for life

Insight to ActionThe effective application of insight to inform decisionsCarol Fraser and Allison Savich, College Sport Conference, 30/4/14

Agenda

Creating a sporting habit for life 2

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25 minute presentation

20 minute exercise 5 minute report

back

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The insight to action process

3

Prepare and plan

Data, information and

insights

Strategy and

solutions

Implement and deliver

Evaluate, learn and

refine


The overall goal is raising regular participation

• Participation rates in FE are good but we need to understand this participation to identify where the opportunities to grow are

4

Regular participation in further education remains lower than in other educational settings

Creating a sporting habit for life 5

N.B. Data includes those aged 16-25 only

Growing sports participation – the impact of churn

6

N.B. Data includes those aged 14-25 only


Behavioural and attitudinal continuums

7

RELATIONSHIP/ATTITUDE TOWARDS “SPORT”

“SPO

RTIN

G”

BEH

AVIO

UR

CONSISTENTLY ACTIVE

INACTIVE

ACTIVE IRREGULARLY

ENGAGED

FUNCTIONALDISINTERESTED

1

3

2

4

5


Examples of irregularly active individuals

8


“SPO

RTIN

G”

BEH

AVIO

UR

CONSISTENTLY ACTIVE

INACTIVE

ACTIVE IRREGULARLY

ENGAGEDFUNCTIONALDISINTERESTED

Martina, 18

Jade, 22

Mason, 18

“I like to look good so go and get mynails done and stuff. Going to Ibiza this summer and cant wait - I want to look good for Ibiza and need to do more to get my bikini perfect body”

“I am training to be an accountant. It is a big leap from college to working life but I didn’t want the debt of going to uni. I have got more keen about sport since leaving school however now I am working it is harder to commit due to my hours”

“I love shopping, hanging out with my mates and generally having a good time. I still live at home so don’t need to worry about bills and stuff yet. I cant really remember the last time I did sport – probably about a year ago. Its just not my thing, I would rather diet to look good, I just think about the end result”


Insight Checklist – customer understanding


Insight Checklist – what are the questions?

- Age- Gender- Education- Family- Lifestage- Work/study

status- Social grade- Ethnicity- Disability/

health

- Area / geography

- Housing

- What activities done? - How often –

frequency/regularity/seasonal?- Previous sporting participation

behaviour- What else do they spend their

time doing?

- Who do they trust?

- What media sources and channels?

- What do they know about the offer?

- Where is the info available?

- Where do they access info?

- What media sources?

- Friends / family?

- Practical e.g. time, cost, information, people

- Emotional e.g. lack confidence / competence

- What are they looking for?

- What do they think they’ll get from doing sport? (short/long term)

- What do they associate with sport/the activity? - Who do they think it is for?

- Who do they want to take part with?

- What do they want to do?

- Do they want coached/led or..?

- Timing?- Booking

options?- Where?


Group Exercise• Thinking about the attitude and behaviour continuums, choose

one point

• Use the insight checklist to develop a picture of a person at that point

• How might you deliver differently as a result?

11

“SPO

RTIN

G”

BEH

AVIO

UR

CONSISTENTLY ACTIVE

INACTIVE

ACTIVE IRREGULARLY


ENGAGEDFUNCTIONALDISINTERESTED


In summary:

12

Use the Insight Checklist to identify gaps and find out more

Prepare and Plan

Take time to know your audience

Focus on the overall outcome, not just outputs

Recognise the importance of attitudes and behaviours

Documents

Insight to Action