Understanding the ‘hard to reach’: the power of public data

Wednesday 9th May - 10:00-10:30

If we want to increase physical activity levels, one thing is absolutely clear: we have to adopt a more customer-centric approach. It is only by gaining a thorough understanding of the consumer that we can create relevant strategies to bring each individual into an active lifestyle.

This session will explore how London Sport is using data and insight to identify and build an understanding of Londoners’ physical activity behaviour and needs, particularly within the most inactive populations and communities.

We will discuss the use of publicly available data to drive this understanding, and present a segmentation analysis of less active Londoners based on their current behaviours, mindsets and motivations. The goal: to provide insights that will help activity providers engage these people in their programmes.

Tim Copley, Director of Insight and Performance at London Sport

Day 1: 10:00-10:30 Active Nation

Tim is Director of Insight & Performance at London Sport. His focus is leading London Sport’s insight effort which is all about using information and data in the best possible way and encouraging insight-led approaches to help London Sport’s vision of London being the most active city in the world become a reality.

Tim has a well-rounded understanding of population physical activity participation. Over 15 years, Tim has worked in sports development roles at national, regional and hyper-local levels.

Prior to joining London Sport Tim was part-owner of a sport and physical activity consultancy, Press Red. During this time, Tim led innovative research projects in deprived inner city areas that explored community physical activity needs and how local environments impacts on these needs.

Tim also spent 5 years at Sport England where he acted as an NGB Relationship Manager and also managed a national sports volunteering project

Emma Butterworth, Insight Officer at London Sport