Moving Communities & Active Insight
Active Insight are proud to be a founding member of the consortium that has run Moving Communities on behalf of Sport England for the last 6 years.
Moving Communities is the sector’s leading platform/tool that tracks participation and measures customers attitudes and perceptions at public leisure facilities and their wider communities throughout England.
Our aim is to provide data and insight to monitor performance, customer experience, sustainability, and social value. We help inform local authorities, leisure providers, and policymakers to make better decisions, both operationally and strategically.
The Role of Active Insight
Our role within Moving Communities is to lead on a number of data insight, research and analysis. This includes:
- Marketing and communications – including newsletters and social media
- Learning and development – including our series of Thought Leadership Webinars
- The Customer Experience Survey and the Community Survey
- Learning and development – including our series of Thought Leadership Webinars – engaging with the sector on key themes arising out of our work on topics such as Children and Young People and Connecting Communities
- The Customer Experience Survey and the Community Survey – the two leading benchmark surveys for the active leisure sector in England, giving a complete view of the attitudes and experiences of both users and non-users of our physical activity facilities and services
- The Consumer Insight Panel – each quarter we survey over 66,000 members of our national panel on behalf of Moving Communities – sharing primary research and insight to help inform the sector
- Marketing and communications – including monthly newsletters and regular educational and engaging social media posts
Moving Communities Community Report
What is it?
A standardised online survey for local authorities and leisure centre operators to engage with residents about their attitudes towards physical activity and active leisure.
Available free via the Moving Communities Platform.
Why should local authorities use it?
- Insight into Resident Opinions: Understand local views on physical activity and available opportunities.
- Identify Barriers: Discover barriers to activity and find ways to encourage it.
- User Characteristics: Compare users and non-users of public sport and leisure facilities.
- Perception Analysis: Identify perceptions of public sport and leisure facilities.
- National Insight: Provide insights to help Sport England and other organizations make strategic decisions.
In addition, by using this service Sport England and other sector organisations will benefit from insight into the barriers and perceptions on a national basis (England only), helping us to make strategic decisions and achieve the aims/objectives of Uniting the Movement.
What does the survey cover?
The questions in the standardised survey cover the following key areas:
- Current levels of physical activity
- Physical activity aspirations
- Indoor and outdoor physical activity
- Active travel
- Children and families
A full copy of the MC Community survey can be provided by completing the enquiry form on our contact page or a sample report can be downloaded here.
What are the different ways I can use this survey?
The survey can be used in two different ways.
Option 1: Freemium Service
- Freemium Service Free Access: Local authorities can use the online survey and get basic results on the platform.
Option 2: Premium Service
- Premium Service Enhanced Service: For a fee, local authorities can receive:
- Weighted results based on current population estimates.
- Benchmarking against national benchmarks.
- Addition of up to 3 local questions.
- Enhanced support and guidance.
Weighting Model
The survey’s Weighting Model Developed has been developed by Sheffield Hallam’s Sports Industry Research Centre. The model addresses bias in survey results by considering demographics like age, gender, and ethnicity.
Further details of the weighting/modelling technique to be used will be made available as part of the on-boarding process.
To find out more about this exciting new initiative, please complete the form below and a member of the Moving Communities team will be in touch to discuss further.
For more information about Moving Communities please visit Sport England’s website.
CUSTOMER EXPERIENCE SURVEY
Read the latest insight into the customers view of our leisure/sports centres across England from the 2024 Moving Communities Customer Experience Survey – the sector’s largest survey of its kind. Downloaded Here.
