Sport England Market Segmentation Web Tool

Reynold Greenlaw

The Sport England project involved the development of a Geographical Information System (GIS) that shows the profile of people living in different parts of the UK.  It is designed to help organizations plan their investment into sporting facilities.

Sport England selected OCC to develop an interactive web-based tool for viewing their refreshed market segmentation data. The Sports market segmentation web tool enables users to analyze the general population and their characteristics at different social and geographic levels. It makes it possible for users to find out what people’s sporting habits are in a selected area such as individual postcodes, communities, local authorities or regions.

The website presents the results in the form of downloadable maps, charts and tables and shades and overlays the market segmentation data on to Ordnance Survey maps. The feedback for this tool from end users has been extremely encouraging.