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Between January and May 2008, Sport England commissioned Henley Centre Headlight Vision (HCHLV) to undertake three qualitative research projects investigating:
The quality of the sporting experience
What aspects of sport are important to participants, what defines a good and bad sporting experience, what are the key drivers to a great sporting experience, and what is understood by ‘reaching potential’ in their sport? Download report.
Lapsed participants
What are the reasons for the drop-off in sports participation - why do people stop doing sport at certain points in their lives, and what might prevent them from lapsing? Download report.
Understanding participation in club based sport
What are the perceptions and appeal of taking part in organised sport - the triggers and barriers to club sport and sustained participation, and the responses to key communication and intervention ideas? This research was conducted among particular segments from Sport England’s market segmentation. Lifestyles within these segments were explored within the context of organised sport. Questions were also investigated around the perceived and actual barriers for people to ‘join a club’. Download report.
To view a brief summary of the above three studies, click here. |
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