Sport England Insight: Engaging women and girls in sport
Sport England Insight Team
Summary
The flow of quality insight to decision makers, partners and the consumer (and back) has made for a deeper understanding of women and a step change in the way we work with them.
- Early research identified the gender gap in sports participation and pointed us to the need to be brave and do something different to counteract this long established trend.
- It persuaded key decision makers of the need for an integrated marketing campaign targeted specifically at women.
- Insight from the research lies at the heart...