Market Segmentation - Case Studies

Case Studies

In 2012, the Australian Sports Commission (ASC) commissioned the ‘Market Segmentation for Sport Participation in Sport’ research. The aims of this research were to:

  • gain an in-depth understanding of the ‘demand side’ of the Australian community
  • develop a consumer-centric needs based segmentation of current and non-sports participants to drive and inform retention and growth strategies

The outcomes of this research were two market segmentation models – one for adults and one for children - that described different attitudinal and behavioural groups towards participation in club sports.

Ten segments were identified in the adult segmentation model and six segments in the children’s model.

Further information about the market segmentation research is available at:

Each segmentation model described the motivators and barriers to sport participation for each segment, effectively identifying possible features for sports to include in product offers to increase participation.

In order to illustrate and bring meaning to the market segmentation research findings and demonstrate its practical uses, a series of case studies have been supported by the ASC.

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