Illustrative engagement. A representative scenario showing how we approach this kind of work in sport. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping sport
Sport connects leagues, clubs, brands and fitness businesses with fans and participants. Engagement, sponsorship value and participation trends shape investment.
- Fans follow sport across TV, streaming and social
- Sponsors want measurable value
- Fitness participation is growing in cities
Client background
A sports federation, working in India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A sports federation
- Sector
- Sport
- Team engaged
- Market Research
- Services
- Quantitative research, Offline data collection (CAPI)
Client challenge
The federation wanted to increase participation.
Research objectives
- Deliver on the brief: sports participation among young adults.
- Understand the views, needs and behaviour of young adults.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 6 weeks.
Target audience
The work focused on 3,000 young adults.
- young adults3,000
Audiences we typically reach in sport
Fans and viewersPlayers and participantsSponsorsGym and fitness membersParents of young athletes
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Youth survey
- 3Insight
We surveyed young adults about sports played and barriers.
Quantitative researchOffline data collection (CAPI)
Sampling strategy
- young adults
- 3,000
- Respondents were selected across India using quotas set in advance for each location and respondent type, so no single area or group dominated.
Data collection
- Trained local-language interviewers conducted interviews in person on tablets (CAPI), with time and location recorded for every interview.
Data quality & validation
- Back-checks on a share of completed interviews
- Time and location checks on field interviews
- Supervisor accompaniment in the field
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
Key findings
- Lack of facilities and time were main barriers.
Make sport accessible.
Recommendations
- Build on the core insight: make sport accessible.
- Focus effort where the evidence was strongest: lack of facilities and time were main barriers.
- Re-measure after the changes to confirm the effect.
Business impact
- The federation promoted community leagues.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: what drives participation?