Skip to content
Coach with kids paddleboarding

It can be very powerful using research, feedback and statistics in your marketing.

Carry out research to find out more about both your potential and existing "customers" - these could include members, participants, volunteers, parents, sponsors and partners. 

This research can help you understand the type of people that are involved in your sport and what's influencing them to take part. You can use this to focus your marketing activities on reaching these individuals and encouraging them to be part of your group. 

Use the information to improve the targeting and effectiveness of your club's marketing activity. 

Research already out there

Before you start, you should see what research is already out there.

Sport England has research and data on who's doing sport and activity and where. They also study what inspires people to get active - and to keep at it.

They have insights about specific groups, such as young people, women and girls, and disability, as well as tools to help you understand what's happening in your local area.  

Do your own research

You may want to carry out your own research to help you with your marketing. Research can help answer important questions, such as: 

  • What is important to your members and volunteers? 

  • What other activities are you competing with? 

  • Why has membership fallen in the last two years? 

You can collect this information by asking people directly, either informally at your organisation through ongoing feedback conversations or via more formal surveys, feedback forms, interviews or at member's forums. 

Getting started with a market research survey

Decide what information you want to gather and how you will use the information. Doing this can help you structure the survey so you can collate the results in the simplest and most manageable way.
Use logic. For example, before you ask someone how much they would pay for a new club kit, ask them if they've bought one before.
Keep questions and sentences short and easy to understand.
Avoid asking 'open' questions that can be misinterpreted or ignored. Be specific.
Use ratings for example, ask respondents to give marks out of five, keep it consistent.
Test your survey on a small group of trusted people before it goes live, you might gain some good feedback.