Sport and Culture
Measuring and understanding engagement in sport and culture
Download the latest edition of Tracking the Field (pdf, 1.75MB): news from the Sport and Culture Research team
Our sport and culture research unit has a strong reputation, thanks to its expertise in areas such as measuring and understanding participation and engagement in sport and culture (among adults and young people) and stakeholder research.
Participation studies are at the heart of what we do and having completed the baseline Active People Survey, on behalf of Sport England (APS 1 2005-2006), Ipsos MORI were successful in winning the follow on surveys - Active People 2, 3 & 4. This large scale telephone survey provides a robust measure of participation in sport and active recreation for all Local Authorities in England. The survey now also collects data that enables the measurement of National Indicators 8, 9, 10 and 11. (For more information about this survey, please click on the Active People Survey link).
In addition, our team also manages the Young People's Participation in out of school sport on behalf of the DCSF (Department for Children, Schools and Families), and the Wales Outdoor Recreation Study on behalf of the Countryside Council for Wales and Forestry Commission.
Our participation studies also go beyond the measurement of participation and include stakeholder consultation. The team recently completed a project for the Women's Sport & Fitness Foundation (WSFF) , conducting a multi-stage stakeholder consultation project to help inform the development of the first ever joined up framework to increase women and girls' participation in sport. The framework, ‘A nation of active women' was launched on 22nd July at an event hosted by WSFF.
Not only is our team highly experienced in all aspects of research, they all have a keen interest in sport, either as participants and/or spectators. Our approach is flexible and tailored to your needs, meaning you get the best research each and every time.
For further information as well as examples of some recent projects we have conducted, please click on the links on the right. You may also be interested in reading "Tracking the Field" which contains case studies of the types of research we have conducted.
'The Active People Survey was a significant investment and strategically a very important project for Sport England. We recognised the challenge involved in delivering a survey of this scale and achieving the high quality standards we expected. We are delighted with the Ipsos MORI team for their professional, client friendly approach and high technical competency. We were particularly impressed with the way they met the challenge to deliver Active People Diagnostic - a groundbreaking tool to disseminate survey results'.
Nick Rowe, Head of Research, Sport England