Youth Insight Developing our understanding 1 Agenda and outcomes - - PowerPoint PPT Presentation

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Youth Insight

Developing our understanding

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Agenda and outcomes

Agenda

• Reminder of youth review insight
• Examples of insight in practice
• Our new six personalities
• Applying the new insight to further grow the numbers of

young people taking part

Outcomes

• I’ve had the opportunity to learn from peers
• I understand the new insight into young people
• I have had time to think about and discuss how the new

insight might be useful in my CSP and for my partners

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Sport by numbers

• 1. How many people took part in once a

week sport in the most recent release of APS?

A. 15.3m B. 15.5m C. 15.7m

• There are 12.2 million people in England who

are physically inactive. How many say they want to do sport?

A. 48% B. 85% C. 32%

• 26% of adults have not done sport in the last
• year. How many sports have the others

done?

A. 52% do 1 or 2 sports and 22% do 3+ sports B. 22% do 1 or 2 sports and 52% do 3+ sports C. 38% do 1 or 2 sports and 36% do 3+ sports

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• What percentage of people say they do the

same amount of sport now as a year ago?

A. 65% B. 37% C. 52%

• What percentage of people who take part in

sport do so as part of a formal team?

A. 6% B. 19% C. 37%

• What is the size of the population projected

to be in 2021? (It is currently 44.9m)

A. 51.3m B. 47.7m C. 46.3m

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Understanding young people and sport

1. Focus on changing behaviour 2. Young people take part in sport for different reasons and not everyone who loves sport takes part regularly 3. Sport provokes an emotional response 4. The supply of sport tends to reach those who are already engaged

Sporti rting ng behavi aviour ur

Consisten stently tly inactive ve Irregular ular Consiste stently y active Fun and enjoyme yment Getting ng in shape Hanging ng out with frien ends Being health thy Meeting ng new people Employab yability Learning ning new skills

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Insight in practice

• People like me
• Recognise and tap into different

motivations for taking part

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Developing our youth insight

• 360o view…
• Six personalities
• Distinct attitudes types…

…but with a clear relationship between them

Lifesty tyle Attitud tudes Demog mograp raphi hics Sport rt RATIO IONAL EMOTIO IONA NAL Positi tive ve towar ards sport rt

Unconscious appeal Intrinsic, internal or identification ‘Sport is for people like me’’

Functi tiona nal appro roach h to sport rt

Conscious appeal Tangible, external or recognition ‘I see the benefits of doing sport’

BEHAVIOUR

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Positive / Emotional Functional / Rational

Sporting ting behavi viour ur

MORE CONSISTENTLY ACTIVE High Low

Introducing six youth personalities

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Everyd ryday y Youth uth

Mainstream Easy-going Content

Ambiti tious us Self-sta tarte rters rs

Achievers Pro-active On the go

Confident nt Intellectu tuals

Driven Educated Focused

Sport rt Enthu thusiasts ts

Self-assured Sociable Image-conscious

Thoug ughtful htful Improve vers

Mature Non-competitive Self-development

Caut utiou

• us Introv
• vert

rts

Loyal Careful Self-reliant

Youth Personalities

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Self-assu assured ed Sociabl iable Image-co conscio scious

Sport Enthusiasts

Sport t plays a major role in their life Strong ng emotional al connec ection n with sport Friend nds s and family y are sporty ty

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Confident intellectuals

Educat ated ed Curio ious Motivated ated

Invest t time in things gs they see as worthwhi while Describe e themsel selve ves s as nerds s or geeks Comfortab able e with who they y are

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Discussion

• How familiar are these groups?
• Can you think of young people who are similar to the

young people in the video?

• Are these groups over/under represented at your

sessions?

• Are there particular types of sessions that they feature

more prominently in?

Sport Enthusi siast sts Confident ent Intellect ectuals

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Ambitious Self-starters

Achiev ever ers Driven Busy

Juggling ng lots s of priorities ties Strong network k

• f suppor
• rt

Many sporting ting

• pportunities

es

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Cautious Introverts

Loyal al Caref eful l Self-reli eliant ant

Prefe fer to stick ck with the familiar ar Dista tant nt from sport Fewer sportin ting

• pportunities

es

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Discussion

• How would a sport session need to be done differently to

suit each of these groups?

– Ambitious Self-Starters thrive on challenge but are used to success – Cautious Introverts lack confidence and believe they lack ability Ambitiou

• us

s Self- starter ers Cautiou

• us

s Introvert erts

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Everyd ryday y Youth uth

Mainstream Easy-going Content

Ambiti tious us Self-sta tarte rters rs

Achievers Pro-active On the go

Confident nt Intellectu tuals

Driven Educated Focused

Sport rt Enthu thusiasts ts

Self-assured Sociable Image-conscious

Thoug ughtful htful Improve vers

Mature Non-competitive Self-development

Caut utiou

• us Introv
• vert

rts

Loyal Careful Self-reliant

Youth Personalities

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Thoughtful Improvers

Mature e Non-Co Competi petitive tive Self-dev evelo elopment ent

More mature, e, caring ng and consider erat ate Focus s on self- developmen ent Sport t brings gs guilt, , fear and embarrassm assmen ent

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Everyday Youth

Mainst stream eam Easy going ing Conten ent

Conten ent with h where e they are Happy y to go with the flow Less likely ely to create te sportin ting

• pportun

unities ties

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Discussion

• Do you recognise these groups?
• Considering the percentages of young people in these

groups are they the majority of your current audience?

Everyday Youth Though ghtful Improver ers

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Everyd ryday y Youth uth

Mainstream Easy-going Content

27%

Ambiti tious us Self-sta tarte rters rs

Achievers Pro-active On the go

15% 15%

Confident nt Intellectu tuals

Driven Educated Focused

12% 12%

Sport rt Enthu thusiasts ts

Self-assured Sociable Image-conscious

10% 10%

Thoug ughtful htful Improve vers

Mature Non-competitive Self-development

19% 19%

Caut utiou

• us Introv
• vert

rts

Loyal Careful Self-reliant

17% 17%

Youth Personalities

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Design principles

Attracting attention

Promote

• pportunities to

reach personal goals Tap into fitness and weight loss aspirations

Deliver against expectations

Keep it safe and supportive to minimise fear of judgement Create a fun, informal and sociable environment

Grow (hold) their interest

Give them something to be proud of Make them feel part

• f something

Use competition wisely / ‘fun’ competition

Thoug ughtful htful Improver vers

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Discussion: Targeting Thoughtful Improvers

Attracting attention Deliver against expectations Grow (hold) their interest Marketing / communications Workforce (coach / leader / volunteer) Product / offer

Thoug ughtful htful Improver vers

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Next steps – developing materials

• Full insight pack

– Pen portraits and design principles

• One page fold out
• Golden questions
• What

at data, a, info format ation n or mater erial als would be usefu ful for your role? e?

Make them feel part of something Offer them a challenge

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Reminder of outcomes Outcomes

• I’ve had the opportunity to learn from peers
• I understand the new insight into young people
• I have had time to think about and discuss how the new

insight might be useful in my delivery area