Turning Data into Action

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Turning Data into Action

• Helen Price, Sport England
• Andrew Jackson, Berkshire Sport

2
The Active People Survey

• Largest ever survey of adult sport and active
  recreation in England
• Launched in response to the need to measure
  participation and track progress against key
  target of 1 increase a year
• Includes participation in walking, cycling, other
  sporting activities as well as club membership,
  volunteering, receipt of tuition/coaching and
  involvement in competition
• Aim for the results to influence decision making
  across throughout the Delivery System for Sport
  and Active Recreation

3
The Active People Challenge

• 22.6 of South East Adults currently achieve 3x30
  each week
• Target to increase by 1 per year up to 2012/13
• That means 5,000 people a year in Berkshire
• Active People data can be used to
• Inform investment decisions throughout the
  Delivery System
• Support Community Sports Network action plans
• Help target interventions to increase
  participation

4
Coming Soon

• Modelling and mapping participation to medium
  super output areas
• Help more easily identify pinch points of low
  participation within a local authority area
• Key benefit to CSNs, Leisure Trusts and Local
  Authorities in targeting interventions

5
Coming Soon

• Profile, Segmentation and Targeting Tools
• Using research and data from
• Taking Part and Active People Surveys
• Mosaic, Financial Strategy and TrueTouch
  (Experian tools)
• Electoral Roll and Postal Address Files, UK
  Consumer Database
• Identified 19 segments based upon
• Participation, behaviour and attitudes
• Barriers and motivations, actual and perceived
• Person and household-level characteristics
• Health, dietary, fitness levels
• Affluence and financial status
• Touchpoints, media consumption, communication

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Market Segmentations - Example

• Use for
• Local Prioritisation
• Leisure Trusts

• CSN and CSP Strategic Plans
• CIF Investment Decisions

Type 07 5.00 England Female Age
36-45 Married Owner Occupied Part-time /
Housewife With Children 1x30, 2x30
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Data to Action

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Data to Action

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The Active People Challenge

• 67,000 women in Berkshire aged 36-45
• 40 of these do no moderate activity 27,000
• Type 07 5 of these are active but at risk?
  3,400 women
• Interventions focused at females from the age of
  35 should be tested to see if the decline can be
  reversed.

Type 07 5.00 England Female Age
36-45 Married Owner Occupied Part-time /
Housewife With Children 1x30, 2x30
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Charity Event Example

• TEST EXAMPLE
• Partner with a charity that is associated with
  women, it might already be associated with active
  recreation / sport!
• Work with partners to create convenient
  training environments so that you can encourage
  women to build up in readiness for the charity
  event.
• After the event continue the training, develop
  new challenges and cross sell other activities
  and sports.
• The charities will thank you too! You will see
  later!

11
Over to You

• The Active People Challenge
• Increase sustainable participation each year
• We will provide you with support to use Active
  People
• Provides powerful tools for you to understand,
  target and action
• Powerful evidence to persuade and demonstrate
  your impact
• We will be seeing the results through Active
  People in the coming years.