Market Segmentation
Sport England have developed a tool to help us understand the nations’ attitudes and motivations – basically, why some people play sport and why others don’t. This ‘Market Segmentation’ tool provides information that can help you to increase the membership of your club by better understanding which people (market segments) are interested in your sport, and the types of people that live in and around your club. It also enables you to identify potential volunteers and can help develop partnerships with the commercial sector and secure sponsorship.
Market Segmentation can also help you to understand how to communicate to different segments of the population and what forms of promotion they will react best to.
The Market Segmentation tool categorises the adult population into 19 different segments, known as Pen Portraits. These can be downloaded below.
For information about dominate segments in each Local Authority area in Bedfordshire and Luton, click here.
