The Promoting Activity toolkit is based on hundreds of thousands of pounds and years of research. This research has been done by Sport England, Make Sport Fun, Experian, the Futures Company and others.
Sport England segmentation
Sport England used their £6million Active People survey, the DCMS’ Taking Part survey and Experian’s Mosaic tool to identify 19 segments within England.
Sport England’s Active People survey
The largest ever survey of sport and active recreation to be undertaken in Europe.
The survey provides by far the largest sample size ever established for a sport and recreation survey and will allow levels of detailed analysis previously unavailable. It identifies how participation varies from place to place and between different groups in the population.
Segmentation research reports
To understand some of the research and what it tells us please look at the reports below.
- Insight into how 6 segments feel about organised sport (pdf, 3.3MB)
- Insight into how 7 segments feel about activity and active travel (pdf, 3MB)
- Insight into how 6 segments feel about activity (pdf, 5MB)
- Insight into how different family groups feel about activity (pdf, 2.3MB)
Further research reports
