The market insights driver refers to the collection of data and the application of insights to use as a basis for decision making and developing and executing participation plans:

Consider:

• best practice data collection, management and storage
• understanding customer needs and wants and how customers engage with your sport
• understanding your customers perspective (the reasons for participant satisfaction and dissatisfaction)
• understanding the environment the sport and physical activity operates within (potential partners and the percieved v actual value of your sport).

Sport organisations who do this well will:

• seek out and analyse relevant existing research
• undertake research to address knowledge gaps about the consumer or the industry
• offer simple and convenient ways for consumers to provide feedback.

Examples of SMART performance measures for this driver:

• Data on current consumers’ motivations, attitudes and behaviours is collected and analysed annually to 2020
• Data on potential consumers’ motivations, attitudes and behaviours is collected and analysed annually to 2020
• Number of sports participants registered on the national database with complete data increased from X to Y by 2020
• Overall satisfaction with the participation experience to increase from X% to Y% by 2020.