How does segmentation work?

Segmentation is not the whole answer, and in an ideal world we would market to each person individually. However that is not realistic because of budgets. Segmentation is a good middle ground between marketing to everyone as one group, and to each person individually.

However it is not a cure-all. And must be used in conjunction with local knowledge and understanding. To help with this we are developing the planning tool to show how the segmentation information links with disease prevalence, facility locations and other information.

I don’t work in sport, so why would I use the Sport England segmentation?

The Sport England segmentation is the most in-depth piece of research into physical activity and sport ever done in Europe. It covers physical activity as well as sport. We have also worked with Transport for London and the Department of Health research teams to make sure we make full use of the research they have done too.
What data does the search box use?

We’ve started off by making a list of all the websites we know of that have info on sport, activity or dance. We’ve then worked with a data entry company to make a note of what is on each site. Organisations have also given us copies of their databases which we use to .

How did Sport England create the segmentation in the first place

They worked with Experian Business Strategies, and pulled data from three places – Active People, the Taking Part survey and Experian’s Mosaic tool.  This data  on the English population (18+) was analysed, producing 19 market segments with distinct sporting behaviours and attitudes. This includes information on specific sports people take part in as well as why people do sport, 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.