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Market Research Insights

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Case Study
Leicestershire County Council

Sectors: Local Government
Service(s): Data Processing and Analysis, Quantitative, Telephone Surveys
Approach(es): Consumer, Customer Profiling, Segmentation

The Challenge

Leicestershire County Council and Active Together commissioned DJS Research Ltd to conduct a survey of participants in the Active Together programme, an initiative aimed at increasing levels of exercise within the County.

The survey sought to gauge levels of exercise amongst Active Together participants with the aim of assessing the impact of the Active Together initiative and to benchmark the results from this survey at both County level and District Council level against the national average collected via Sport England’s Active People Survey, which measures National Indicator 8 (NI8) attainment.

The Approach

We spoke to Active Together participants in 7 District Councils across Leicestershire. Respondents were contacted using databases provided by each of the District Councils. Over 4,000 telephone interviews were completed and each interview lasted around 2 minutes.

Part of the overall objective was that Leicestershire County Council and Active Together wanted to benchmark the findings from this research against the national average, as measured by National Indicator 8 (NI8). This indicator measures the percentage of the population taking part in 3 or more days of ‘moderate intensity physical activity’ per week over a set four week period.

The Results

The survey measured the average number of days per week, over the four weeks preceding the survey, that Active Together participants had taken part in ‘moderate intensity physical activity’.

The percentage of Active Together participants across the whole of Leicestershire meeting the NI8 target was 55%.

Testimonial

"DJS Research handled our project very professionally and produced research outputs of a high quality. They did exactly what they said they would. Very happy".

Leicestershire County Council