Sport England is preparing to publish a “groundbreaking” piece of research that logs people’s attitudes and motivations to sport and physical activity.
The data will form part of the quango’s Active Lives Survey, which replaced the Active People Survey as its method to measure the activity of the nation.
Earlier this week, Sport England released figures from its first Active Lives Survey, with headline details about the rates of physical activity, the popularity of certain physical activities and demographic data.
While the report had more robust findings than the Active People Survey – which solely looked at sports participation figures – Sport England director of insight Lisa O’Keefe told Sports Management that there was more to come with deeper qualitative data.
“I think we have done some groundbreaking work here that I think is going to open people’s eyes and move us on from what was clunky data in Active People about latent demand,” said O’Keefe.
“[In Active People] we’d just ask people, ‘what are you doing, and would you like to do more?’ It was a clunky way of doing it and this is a much more sophisticated approach.”
Using academic literature as a guide, Sport England has designed the survey to ask subtle questions that can “help understand where somebody’s head’s at”, rather than just outright questions concerning levels of activity.
“We’ve looked at all the literature out there about how you can understand people’s motivations, because ultimately that’s what you’re trying to get to the bottom of,” she said.
“Have they got no motivation, have the got some sort of external motivator? We’re also looking for an internal motivation as well.”
O’Keefe said the data would be released in six months time following a year’s collection period.
Source: Leisure Opportunities
It’s great to be part of an organisation that campaigns for investment in children’s play facilities and which raises the standards of the entire industry.
Having the support of the FSPA behind us is tremendously beneficial and greatly enhances the offering to our membership.
I have been a member of SPE for many years now and every member shows a 100% commitment to promote participation in sport and play in the UK.
It’s sometimes difficult to get heard when you stand on your own. But when you're part of a respected body like the FSPA, people listen and things start to happen.
The opportunity to meet with like-minded people across our sector to discuss some of the challenges is always invaluable.
Working together as a group of companies creates a stronger voice for the play industry, which benefits both suppliers and customers.