The market segmentation data builds on the results of Sport England’s Active People survey; the Department of Culture, Media and Sport's Taking Part survey; and the Mosaic tool from Experian. It presents a picture of the dominant social groups in each area, and puts people’s sporting behaviour in the context of complex lives.
Propensity modelling – a statistical technique that matches the probability of displaying a particular behaviour or attitude to each demographic category – was used to link the survey data to wider population groups.
This created a tool with two key elements:
- a Sport England segment for every adult in England
- the ability to count market segment profiles for any region or community, down to postcode level.
For more information, visit the FAQ section of the Sport Market Segmentation tool.