Youth Insight Developing our understanding 1
Agenda and outcomes Agenda • Reminder of youth review insight • Examples of insight in practice • Our new six personalities • Applying the new insight to further grow the numbers of young people taking part Outcomes • I’ve had the opportunity to learn from peers • I understand the new insight into young people • I have had time to think about and discuss how the new insight might be useful in my CSP and for my partners 2
Sport by numbers 1. How many people took part in once a • • What percentage of people say they do the week sport in the most recent release of same amount of sport now as a year ago? APS? A. 65% A. 15.3m B. 37% B. 15.5m C. 52% C. 15.7m • What percentage of people who take part in There are 12.2 million people in England who • sport do so as part of a formal team? are physically inactive. How many say they want to do sport? A. 6% A. 48% B. 19% B. 85% C. 37% C. 32% • What is the size of the population projected 26% of adults have not done sport in the last • to be in 2021? (It is currently 44.9m) year. How many sports have the others done? A. 51.3m B. 47.7m A. 52% do 1 or 2 sports and 22% do 3+ sports B. 22% do 1 or 2 sports and 52% do 3+ sports C. 46.3m C. 38% do 1 or 2 sports and 36% do 3+ sports 3 3
Understanding young people and sport Consiste stently y active 1. Focus on changing behaviour Sporti rting ng Irregular ular behavi aviour ur Consisten stently tly inactive ve 2. Young people take part in sport for different reasons and not everyone who loves sport takes part regularly Meeting ng Employab yability Fun and Hanging ng out new Learning ning Being Getting ng in enjoyme yment with frien ends people new skills health thy shape 3. Sport provokes an emotional response 4. The supply of sport tends to reach those who are already engaged 4
Insight in practice • People like me • Recognise and tap into different motivations for taking part 5
Developing our youth insight • 360 o view… Lifesty tyle Attitud tudes • Six personalities Sport rt Demog mograp raphi hics • Distinct attitudes types… …but with a clear relationship between them Functi tiona nal appro roach h Positi tive ve towar ards sport rt to sport rt RATIO IONAL Unconscious appeal BEHAVIOUR Conscious appeal Intrinsic, internal or identification Tangible, external or recognition EMOTIO IONA NAL ‘Sport is for people like me’’ ‘ I see the benefits of doing sport ’ 6
Introducing six youth personalities High Positive / Functional Emotional / Rational Low Sporting ting behavi viour ur MORE CONSISTENTLY ACTIVE 7
Youth Personalities Sport rt Enthu thusiasts ts Confident nt Intellectu tuals Thoug ughtful htful Improve vers Self-assured Driven Mature Sociable Educated Non-competitive Image-conscious Focused Self-development Ambiti tious us Self-sta tarte rters rs Everyd ryday y Youth uth Caut utiou ous Introv overt rts Achievers Loyal Mainstream Pro-active Careful Easy-going On the go Self-reliant Content 8
Sport Enthusiasts Self-assu assured ed Sociabl iable Image-co conscio scious Strong ng Sport t plays a emotional al Friend nds s and major role in connec ection n with family y are sporty ty their life sport 9
Confident intellectuals Educat ated ed Curio ious Motivated ated Comfortab able e Invest t time in Describe e with who they y things gs they see themsel selve ves s as are as worthwhi while nerds s or geeks 10
Discussion • How familiar are these groups? • Can you think of young people who are similar to the young people in the video? • Are these groups over/under represented at your sessions? • Are there particular types of sessions that they feature more prominently in? Confident ent Sport Enthusi siast sts Intellect ectuals 11
Ambitious Self-starters Achiev ever ers Driven Busy Strong network k Juggling ng lots s of Many sporting ting of suppor ort priorities ties opportunities es 12
Cautious Introverts Loyal al Caref eful l Self-reli eliant ant Prefe fer to stick ck Dista tant nt from Fewer sportin ting with the familiar ar sport opportunities es 13
Discussion • How would a sport session need to be done differently to suit each of these groups? – Ambitious Self-Starters thrive on challenge but are used to success – Cautious Introverts lack confidence and believe they lack ability Ambitiou ous s Self- Cautiou ous s Introvert erts starter ers 14
Youth Personalities Sport rt Enthu thusiasts ts Confident nt Intellectu tuals Thoug ughtful htful Improve vers Self-assured Driven Mature Sociable Educated Non-competitive Image-conscious Focused Self-development Ambiti tious us Self-sta tarte rters rs Everyd ryday y Youth uth Caut utiou ous Introv overt rts Achievers Mainstream Loyal Pro-active Easy-going Careful On the go Self-reliant Content 15
Thoughtful Improvers Mature e Non-Co Competi petitive tive Self-dev evelo elopment ent More mature, e, Sport t brings gs Focus s on self- caring ng and guilt, , fear and developmen ent consider erat ate embarrassm assmen ent 16
Everyday Youth Mainst stream eam Easy going ing Conten ent Less likely ely to Conten ent with h Happy y to go create te sportin ting where e they are with the flow opportun unities ties 17
Discussion • Do you recognise these groups? • Considering the percentages of young people in these groups are they the majority of your current audience? Though ghtful Everyday Youth Improver ers 18
Youth Personalities Sport rt Enthu thusiasts ts Confident nt Intellectu tuals Thoug ughtful htful Improve vers Self-assured Driven Mature Sociable Educated Non-competitive Image-conscious Focused Self-development 10% 10% 12% 12% 19% 19% Ambiti tious us Self-sta tarte rters rs Everyd ryday y Youth uth Caut utiou ous Introv overt rts Achievers Loyal Mainstream Pro-active Careful Easy-going On the go Self-reliant Content 15% 15% 17% 17% 27% 19
Design principles Thoug ughtful htful Improver vers Attracting Deliver against Grow (hold) attention expectations their interest Give them Promote Keep it safe and something to be opportunities to supportive to proud of reach personal minimise fear of goals judgement Make them feel part of something Create a fun, Tap into fitness and informal and Use competition weight loss sociable wisely / ‘fun’ aspirations environment competition 20
Discussion: Targeting Thoughtful Improvers Thoug ughtful htful Improver vers Attracting Deliver against Grow (hold) attention expectations their interest Marketing / communications Workforce (coach / leader / volunteer) Product / offer 21
challenge Make them Next steps – developing materials Offer them a something feel part of • Full insight pack – Pen portraits and design principles • One page fold out • Golden questions • What at data, a, info format ation n or mater erial als would be usefu ful for your role? e? 22
Reminder of outcomes Outcomes • I’ve had the opportunity to learn from peers • I understand the new insight into young people • I have had time to think about and discuss how the new insight might be useful in my delivery area 23
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