Case Study: Sport England gets more young people active with Savanta

Sport England engages 14-25-year-olds with Savanta over 3 years

Sport England, a non-departmental public body, sought to understand why growth in sport and physical activity had stalled among young people. The organization needed to engage this demographic, especially those not already interested in sport, to better inform its policy and investment decisions. They partnered with the vendor Savanta (formerly YouthSight) for research and insight services.

Savanta implemented a multi-phase approach, beginning with an attitudinal segmentation study to create youth personas. This was followed by qualitative work to develop communication principles and an online co-creation project. The research contributed to a culture change at Sport England and directly informed its new "Towards An Active Nation" strategy, which focuses on giving young people a voice and choice in sport.

Sport England