Research Team Sport England 1 Taking forward your segmentation profile Other ways to geographically analyse the segmentation data in your area

2 Visualising the segments The sports segments really come to life when we can view them visually and explore them in different geographic areas. Geographic Information System (GIS) software allows us to do this. In the next few slides outline the ways you may want to view the market segmentation information. These build upon the Local Authority, CSP and regional segment profiles which are available from Sport England’s website. You may have access to GIS software and wish to carry out your own analysis using the raw data. To receive the market segmentation raw data please contact Mark Critchley It is available free of charge to organisations working within the public

3 Exploring market segmentation at smaller areas It is possible to explore market segmentation profile at lower geographies than local authorities. The example opposite is the market profile at ward level. As each postcode in England has been given a sporting segment it is possible to develop profiles at any geography. Common geographies you may ask for profiles at include: Lower Super Output Areas (LSOA) Middle Super Output Areas (MSOA) Wards Postcode Why this is useful: Many initiatives happen at a lower level than local authorities. The ability to breakdown the data below this level is a valuable tool and a great strength of the market segmentation It is possible to produce profiles which cut across standard geographies using a selection of postcodes

4 It is possible to visualise the largest segment (the segment which accounts for the most people) at MSOAs and LSOAs. It is a quick way to understand the main market segments within your area. The example opposite is of Waveney Community Sport Network (CSN): Why this is useful: Are there smaller geographic areas with concentrations of particular segments? Can they be offered joint programmes? Are there existing partners operating in these areas who would be interested in working with these segments? Applying percentages to people: exploring areas by the largest segment

5 Mapping individual segments in fixed geographic areas Another key function provided by the GIS is to explore where particular segments are geographically concentrated. The example opposite shows where segment 15, Terry, is concentrated within Knowsley Local Authority by MSOA. The darker the colour the higher the concentration of Terrys. This breakdown is also possible at LSOA and ward. Why this is useful: Identifying possible partners. Are there other organisations working in these communities that would want to work with these segments? Identifying geographic areas where programmes and projects aimed at particular segments are more likely to be successful

6 Combining segments to look at groups of people In some instances you may want to combine segments together and explore these visually, for example if you wanted to look at all older people. The example opposite combines segments in Supergroup D (17-19) and shows where there are higher concentrations of these segments by LSOA. This is placed within 1,3 and 5 mile catchment areas of Yale Leisure Centre Why this is useful: Some segments have similar characteristics. Therefore it makes sense to look at them as a whole rather than as distinct groups. Another way of grouping the segments (apart from age) is to look at who they are similar to or likely to live near (information provided on the pen portraits). This is particularly useful if you wanted to target households rather than just individuals.

7 Catchment area analysis It is possible to look at the segment profile within a catchment area of a facility or programme. This shows the segment profile within 10 miles of a school in Devon. Why this is useful: The catchment area analysis gives you an idea of who your participants are likely to be. From the pen portrait information you can then get information on sports participation, barriers and motivations and develop programmes and facilities which better cater for their needs.

8 combining segmentation with other datasets What are the existing facilities which segments can use? Are segments sufficiently catered for? The example opposite maps Segment 19, Elsie and Arnolds with bowls facilities in Hartlepool (data sourced by Active Places). Darker colours represent higher concentration of Elsie and Arnolds. The map shows that there is a high concentration of Elsie and Arnolds in the south of the authority and that while there is a not a facility in Hartlepool, there is one nearby in the neighbouring borough. The following Sport England datasets are available to combine with market segmentation: Active Places (Sporting facilities) The Active People Survey Investment projects such as Green spaces, Space for Sports and the Arts Why this is useful: Identify existing facilities – are they near high concentrations of segments more likely to use them? Are there gaps in facility provision for particular segments? Could facilities be used to target segments which have lower participation rates?

9 Project evaluation Each postcode in England has been coded with one of the nineteen market segments. Therefore, using project enrolment data (postcode information), it is possible to explore the sporting segment profile of project participants. The example opposite is the profile of participants from the Wellness on Wheels project. Why is this useful: By comparing project participants profiles to the general market breakdown in that locality, you can gain an understanding of whether you are attracting participants from throughout your community The profile breakdown will provide you with knowledge on how you can make your projects more successful and fit with your participants needs,