DEVELOPING INSIGHT LEAD

APPROACHES LOCALLY

TIM COPLEY

HEAD OF INSIGHT, LONDON SPORT

DEVELOPING INSIGHT LED APPROACHES LOCALLY

TIM COPLEY

CONTENTS:

1. How London Sport is becoming an insight

led organisation

2. How we’re beginning to support partners

o Providing insight you can use

o Supporting you to use insight

LONDON SPORT

FRAMING INSIGHT…

• Let’s be honest…”Insight” – it’s a

bit of a buzz word!

• Some might say a fad….

Our insight aim:

To make the best use of information and

understanding to better enable London

partners achieve the vision of London

physically active city in the world

EMBEDDING A WAY OF WORKING

“IT SEEMED

LIKE A GOOD

IDEA AT THE

TIME”

“THE

AVAILABLE

EVIDENCE

SUGGESTS WE

WOULD HAVE

GREATEST

IMPACT IF”…

FROM… TO…

LONDON SPORT INSIGHT THEMES:

Provide a tailored,

high quality insight

service to

stakeholders

Gather, create and

disseminate new

insight

Support

organisational

improvement and

measure our impact

Use data and

technology to

increase

participation

Gather, create and disseminate new insight

• Making best use of

available information

and insight:

• National

• Regional / Local

Three key elements to London Sport’s

insight work:

• Increasing the amount of data &

insight that’s shared across London

• Making it digestible, relevant and

accessible

• Supporting partners to develop their

insight capability (e.g. through

workshops)

• An insight network?

o Explore insight challenges

o Identify knowledge needs

Enabling a greater use

of Insight

• What do you perceive to be your main challenges in becoming insight driven?

• What support would be of most value from organisations like London Sport?

• Discuss on your tables

• Jot down on post-it notes…we want to capture the insight!

Exercise:

USING AVAILABLE NATIONAL DATA: PARTICIPATION IN SPORT BY GENDER (APS9)

35.80%

40.70%

31.20%

38.00%

43.80%

32.40%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

Whole population (16+) Male Female

England London

FEMALE PARTICIPATION IN LONDON:AT LEAST ONCE PER WEEK (APS 9)

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

-2.50%

2.50%

7.50%

12.50%

17.50%

22.50%

Difference Between Male and Female Rates:

At least once per week sport (APS 9)

USING LOCALLY GENERATED DATA: SURVEY TAKEN AT LONDON THIS GIRL CAN CELEBRATION EVENT

USING LOCALLY GENERATED DATA (2)

LONDON SPORT INSIGHT THEMES:

Provide a tailored,

high quality insight

service to

stakeholders

Gather, create and

disseminate new

insight

Support

organisational

improvement and

measure our impact

Use data and

technology to

increase

participation

Use data and technology to increase

participation

• Making better use of available data to provide new

insights into sporting behaviour:

• Our own data

• Other sources – possibly yours!

• Creating an open data sharing culture based on high

quality data standards

• Capitalising on digital technology

AGGREGATING AND ANALYSING LARGE DATA SETS

Data linker

and

anonymiser

Analytical platform

to reveal new

insights

FEMALE PARTICIPATION IN SPORTIVATE

Sportivate in numbersSportivate has

attracted over 15,000 women & girls into sport since 2011

Here’s some interesting facts….

16%

travelled in a north west direction – the most popular

direction - to get to their Sportivate session from home

Basketball has attracted the most inactive participants –

543 since 2011

fewer participants attend outdoor activities when it rains

29%

The average travel distance to Australian Rules Football. The

sport with the furthest average travel distance

8.15 miles

Redbridge

Attracted the most inactivewomen & girls into sport – 401

women & girls

Provide a tailored, high quality insight

service to stakeholders

• Providing more bespoke

insight support based on

needs of partners

• England Boxing’s ‘Boxing

in Mosques’ programme

• Supporting Southwark to

understand the

participation picture

Female

participatio

n

(APS 9)

(APS 1-9)

WHY INSIGHT IS HERE TO STAY…AND NOT A FAD!

• Building understanding: Creating new understanding into

consumer behaviour and the supply that’s needed

• Broadening understanding: Making useful information more

accessible and digestible to those that need it

• Creating efficiencies: Providing access to the information

colleagues need to carry out their roles effectively

• Making decisions: Using knowledge and evidence to make

informed choices

• Understanding Impact: Measuring and tracking our progress and

performance (sector and organisational)

• Evaluating: Understanding what works, what doesn’t and how we

can do things better

• Innovating: Creating new ways of working

Thank you!Please get in contact if you would like to

discuss anything

Tim.copley@londonsport.org

ENGAGING YOUNG GIRLS IN

SPORT THROUGH LOCAL

CLUB NETWORKS

EMILY SMITH, LONDON SPORT

FRANCESCA BROWN, GOALS4GIRLS

Insight into Action

Francesca BrownManaging Director for G4G

275 February 2016Goals4Girls

• Goals4Girls is an organisation which prides itself for working with a

diverse selection of young women between the ages of 11-16 through a

football initiated programme.

• To change the lives and mind sets of the young women we work with

offering them a sporting and educational pathway within their

communities and schools.

• To encourage Young women to challenge themselves

• To encourage player development

• To breakdown the barriers to activity

285 February 2016Goals4Girls

Royal Docks

Community School

– Canning Town

Osmani Centre –

Tower Hamlets

ELT Centre

Shipman Youth

centre – Newham

Springfield Youth

Centre - Hackney

Cray community

scheme - Bromley

295 February 2016Goals4Girls

ENGAGING 11-16 GIRLS

• Founded by the Girls themselves

• Pilot study 2 years – Trialled

errors

• Engage the community

• G4G Provides role models

• Cost effective

• Giving girls a sense of belonging

• Girls want to challenge

themselves in a safe

environment

• GIRLS ONLY !!!

305 February 2016Goals4Girls

RETAINING 11-16 GIRLS

• Building a rapport

• Breaking social, cultural and language barriers

• Social and academic support/development

• Individual player development

• Re- Integration – FA LEVEL 1 & SPORTS LEADERS

• Player recognition

• Sense of belonging and support

• Open discussion and Questionnaires

• Every girl needs a Role Model

• Working with the girls to set Goals

• Sustainable structure

• FUN

325 February 2016Goals4Girls

•Presenting and talking to Girls & Sports

Organisation

•FREE Training Sessions

•Encouraging existing participants to bring

a friend

•Forge links with partnership organisations

to reach women from a range of

backgrounds

•Just being ME!

335 February 2016Goals4Girls

FOOTBALL COACHING

COMPETITIVE PLAY

PLAYER DEVELOPMENT PATHWAYS

QUALIFICATIONS AND WORKSHOPS

INSPIRATIONAL SPEAKING

TRIPS

MENTORING

AWARD CERMONIES

A FEMALE ONLY DEVELOPMENT

PROGRAMME

5 February 2016Goals4Girls 35

WHO WE WORK WITH & ARE

SUPPORTED BY:

365 February 2016Goals4Girls

Goals4Girls

Goals4girlsuk@gmail.com

Goals4GirlsUK

375 February 2016Goals4Girls

Thankyou

GIRLS ACTIVE

MICHELLE WOODWARD AND SARAH BRANKIN

KING ALFRED’S ACADEMY

GIRLS ACTIVE

KING ALFREDS ACADEMY WANTAGEOXFORDSHIRE

https://www.youtube.com/watch?v=XjJQBjWYDTs

If you always do what you've always

done you will always get what you've

always got.

KAS GIRLS CAN

WHERE IT ALL BEGAN FOR US…

A STORY OF 2 HALVES…

https://www.youtube.com/watch?v=hHjr0ZIuQuU

OUR VISION…

WHY

WHAT

HOW

WHY WAS THIS SO IMPORTANT

TO US?

OUR SUCCESS – AN OVERVIEW

Dedicated curriculum time

Twitter/Instagram

@KAsGirlsCan – TWITTER

@kagirlscaneast – INSTAGRAM KS3

@KAsGirlsCan – INSTAGRAM KS4/5

Electives

Awareness and understanding

Non PE staff support

Structure

Q???

How can we improve

the experience of PE

at King Alfred’s?

How are we going

to keep girls in

sport when they

leave school?

Do girls know why

we want to make the

campaign?

Why is it that girls

don’t take part in

sport?

How do we know

which role-models

are the right

ones?

How can we

remove stigma

about gender

orientated sport?

How can we

change peoples

attitudes

towards girls in

sport?

Do people

know how the

way they speak

and act about

girls in sport

affects girls

participation?

OUR BIG QUESTIONS?

Not enough

encouragement/

motivation

Disengaged girls

Unhealthy habits

This Girl Can campaign

Smoking and

alcohol is an issue

Stigma

with girls in

sport

What are they

doing out of

school?-Not

enough!Not disengaged in

PE, they will take

part but not enough

effort to benefit them

We needed to spread

the word

Role models...(staff,parents)

lack of appropriate role

models

Even the most

confident girls

were afraid to

perform and

promote girls in

sport

Sport is always

seen as something

competitive

Get rid of

stereotype

PE teachers

Variety of

curriculum

Not enough

support

Liked PE kit

WHAT DID WE ALREADY KNOW?

We needed to

find out what

we already

knew…o already knew…

WHAT WE KNOW NOW?

(RESEARCH)

We needed to find

out what sports

people enjoy most.

Student

voices.

Conducting

research to

address

unanswered

questions

We took a day

off timetable to

launch KA’s girls

can. Made our

own

surveys

DFC health

report.

Girls active

survey.

Who

wanted to

get

involved?

Things we

noticed in the

survey results

How many girls

take part in sport

regularly?

Looking at the

survey results

Breakdown of the

survey Link back to what

we knew already

Look at

percentages

compared to the

average

OUR THEMES…

Engage and discuss

actions with stake holders

We have made

people aware by:

- Twitter

- Instagram

- Assemblies

- Posters

- Letters

- Video

campgaign

Parents

Teachers

Days

Followers

Competitions

BoysInvolve non PE

staff

Plans:

- All have our

own

- Long term

- Short term

- On going

5 leaders

Small groups

Focus girls active links

Make a future –vision

Make an impact – impact +

progress

Be there for you – support

Be heard –culture and

commitment

Be creative - resources

OUR PLAN…

Video

campaign

Theme

days

Twitter

account

Inter-school

Netball tournament

(Yrs 7-10)

posters

Thursday

meetings

assembly

Thursday

fitness

sessions

IMPACT … ADD TO THIS

WHAT DOES EVERYONE BACK

AT KA’S THINK? …

THANK YOU FOR

LISTENING

INTERACTIVE TASK

INTERACTIVE TASK –

PART 1

In your tables, look at the scenario on the envelope

and using everything you have heard today think

about how you might start to scope and explore.

• Please use this as an opportunity to share any

experiences you have had personally.

• The Insight Cycle on your tables might help guide your

discussion.

INTERACTIVE TASK –

PART 2

Using the research findings inside the envelope plan

how you would put the insight into action to address

the scenario in part 1.

• How does the insight you have guide your plan?

• Is there any further information you need to know?

• Draw on experience and case studies you already

know

PUTTING INSIGHT INTO

SPORT

JO UPTON AND HANNAH BEECH

2CV RESEARCH AGENCY

PUTTING INSIGHT INTO SPORT

February 2016

SPORT/PHYSICAL ACTIVITY

REALLY MATTERS…

Promised myself I would not let exercise be the

first thing to go by the wayside when I got busy

with Girls Season 5 and here is why: it has

helped with my anxiety in ways I never dreamed

possible. To those struggling with anxiety,

OCD, depression: I know it's mad annoying

when people tell you to exercise, and it took

me about 16 medicated years to listen. I'm glad

I did. It ain't about the ass, it's about the brain.

Thank you @tracyandersonmethod for showing

me the light. #notsponsored #stillmedicated

WE HAVE WORKED WITH LOTS OF

DIFFERENT NGBS/SPORTS

PARTNERS TO HELP GROW

PARTICIPATION…

Understanding

your audience

Product

development

Branding and

communications

Bigge

r

scale

Small

er

scale

GETTING THE BEST FROM A

RESEARCH AGENCY

WE WORK FOR SPORTS CLIENTS IN

THE COMMERCIAL SECTOR AND

CLIENTS WITHIN A BROADER

CONTEXT OF HEALTH AND

WELLNESS

THE SPORT AND WELLNESS

TEAM AT 2CV

Hayley Bunn,

Quant Research

Manager

Tom Coombes,

Quant Associate

Director

Jo Upton,

Qual Research

Director

Hannah Beech,

Qual Associate

Director

Hanna Milton,

Qual Senior Research

Exec

WE’RE NOT ABOUT THIS…

WE’RE ABOUT UNDERSTANDING HOW TO

GET REAL WOMEN PARTICIPATING

We place people at

the heart of our

approach (as

opposed to the

sport itself)… we

look to understand

PEOPLE, and take

their values,

interests and

priorities as our

starting point…

…we then look at people

through a sports LENS to

understand the role it

could play in the broader

context of their life

THIS IS HOW WE DO IT…

WE GET BEYOND THE SURFACE…

INSIGHT INJECTS REAL WOMEN

INTO THE HEART OF DECISION

MAKING

SOME THINGS WE’VE LEARNT

ABOUT HOW TO CHANGE

WOMEN’S BEHAVIOUR WHEN IT

COMES TO SPORT…

1. THINK LIKE A PLAYER

2. RE-ENGAGE DROP-OUTS

3. GET SMART WITH SCHEDULING

4. RE-FRAME SPORT

THINK LIKE A PLAYER

What will help me to burn fat?

How can I look more toned?

THINK LIKE A PLAYER

RE-ENGAGE DROP-OUTS

RE-ENGAGE DROP-OUTS

GET SMART WITH SCHEDULING

GET SMART WITH SCHEDULING

PIGGYBACK AN EXISTING

HABIT

BUILD IT INTO A JOURNEY

ASSOCIATE IT WITH A

REWARD

RE-FRAME SPORT

RE-FRAME SPORT

THANK YOU – ANY QUESTIONS?

THANK YOU

Hannah.beech@2cv.com

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SUMMARY AND PLEDGE

It’s 4pm we hope you have…

been motivated to adopt the insight cycle

been inspired by new insights into seasonal drop off

and are keen to join us explore the next steps

seen how local women and girls have been

successfully engaged and retained in sport

been enthused by new perspectives on insight in the

sports sector

identified opportunities for partnership working

Let’s pledge together!