What were the main findings?

Three distinct participant segments were identified based on involvement profiles.. Segments differed in their past participation, frequency of similar event participation, and engagement with running media.. Socio-demographic characteristics and perceptions of service elements varied across the identified segments.

How strong is the evidence?

Evidence strength is rated Strong effect, based on a 2002 journal from Journal of Park and Recreation Administration.

What are the limitations?

The findings are specific to a 10K road race and may not be directly generalizable to all sporting events or other market contexts.

Short answer

Design and marketing efforts for sporting events should move beyond a one-size-fits-all approach and instead leverage participant involvement profiles to create tailored experiences and communications.

Field: Innovation & Markets
Source: Journal of Park and Recreation Administration (2002)
Method: Quantitative research using survey data and statistical analysis.
Evidence: Strong effect

Understanding the varying levels and types of participant involvement can effectively segment markets for sporting events, leading to more targeted strategies. This innovation & markets research insight is drawn from a 2002 study published in Journal of Park and Recreation Administration. Using Quantitative research using survey data and statistical analysis., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Design and marketing efforts for sporting events should move beyond a one-size-fits-all approach and instead leverage participant involvement profiles to create tailored experiences and communications.

Study

Innovation & MarketsHigh ImpactStrong effect

Participant Involvement Profiles Reveal Distinct Market Segments in Sporting Events

Understanding the varying levels and types of participant involvement can effectively segment markets for sporting events, leading to more targeted strategies.

Journal of Park and Recreation Administration · 2002

Key Findings

01Three distinct participant segments were identified based on involvement profiles.
02Segments differed in their past participation, frequency of similar event participation, and engagement with running media.
03Socio-demographic characteristics and perceptions of service elements varied across the identified segments.

Application

Design takeaway

How to apply

Conduct surveys to assess participant involvement levels and types for your event. Analyze the data to identify distinct segments and then tailor your marketing, communication, and service design to appeal to each segment's unique characteristics and preferences.

Project actions

01When designing a product or service for a specific audience, consider how different levels of user engagement might influence their needs and expectations.
02Use survey data to create user personas that reflect varying degrees of involvement and interest.

Method & Evidence

AimCan participant involvement profiles be used to identify distinct market segments within a 10K road race, and how do these segments differ in socio-demographic characteristics and perceptions of service elements?

MethodQuantitative research using survey data and statistical analysis.

ProcedureParticipants in a 10K road race were surveyed to construct profiles based on their level and type of involvement. These profiles were then used to identify distinct market segments, which were subsequently profiled using socio-demographic data, self-reported behaviors, and perceptions of service quality.

ContextSporting events, specifically a 10K road race.

Variables

IVParticipant involvement profiles (level and type of involvement)

DVMarket segments, socio-demographic characteristics, self-reported behaviors, perceptions of service elements, evaluations of performance.

Strengths & Limitations

Strengths

+Provides a practical framework for market segmentation in event management.
+Integrates behavioral and perceptual data for a comprehensive segment profile.

Limitations

The segmentation might be too simplistic if only two levels of involvement are considered. Real-world involvement can be more nuanced.

Reliability & validity

Reliability would depend on the consistency of survey responses over time and across different researchers. Validity would be supported if the identified segments demonstrate meaningful differences in behavior and perceptions, aligning with the theoretical concept of involvement.

Think critically

How might the definition and measurement of 'involvement' vary across different product categories, and what implications would this have for market segmentation?

Design Principles

"Market segmentation based on user involvement provides a powerful framework for understanding and catering to diverse consumer needs within a specific product or service category."

By segmenting participants based on their involvement, event organizers can tailor marketing messages, service offerings, and sponsorship opportunities to resonate with specific groups. This leads to more efficient resource allocation and potentially higher participant satisfaction and repeat engagement.

What This Means for Your Design

You can group people who participate in events, like a race, based on how much they care about it and what kind of things they do related to it. This helps you understand them better and offer them things they'll like more.

How to use in your project

1.This study can inform the market analysis section of a design project by demonstrating how to segment a target audience based on user involvement.

Add to My Project

Quick Cite

Paragraph starter

This research demonstrates the utility of participant involvement profiles for market segmentation. By classifying participants based on their level and type of involvement in a 10K road race, distinct segments were identified, differing in socio-demographic characteristics and service perceptions. This approach offers a valuable method for understanding diverse user needs within a specific market context.

Source

Journal of Park and Recreation Administration

Market Segmentation Using Participant Involvement Profiles

journal · 2002

View source

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Questions About This Research

What does the research say about participant involvement profiles reveal distinct market segments in sporting events?: Design and marketing efforts for sporting events should move beyond a one-size-fits-all approach and instead leverage participant involvement profiles to create tailored experiences and communications. Evidence: Journal of Park and Recreation Administration (2002).
Why does "Participant Involvement Profiles Reveal Distinct Market Segments in Sporting Events" matter for design?: By segmenting participants based on their involvement, event organizers can tailor marketing messages, service offerings, and sponsorship opportunities to resonate with specific groups. This leads to more efficient resource allocation and potentially higher participant satisfaction and repeat engagement.
How can designers apply this research?: Design and marketing efforts for sporting events should move beyond a one-size-fits-all approach and instead leverage participant involvement profiles to create tailored experiences and communications.
What were the main findings?: Three distinct participant segments were identified based on involvement profiles.. Segments differed in their past participation, frequency of similar event participation, and engagement with running media.. Socio-demographic characteristics and perceptions of service elements varied across the identified segments.
What research method was used?: Quantitative research using survey data and statistical analysis..
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2002 journal from Journal of Park and Recreation Administration.
What should I do differently in my next project?: Conduct surveys to assess participant involvement levels and types for your event. Analyze the data to identify distinct segments and then tailor your marketing, communication, and service design to appeal to each segment's unique characteristics and preferences.
What are the limitations?: The findings are specific to a 10K road race and may not be directly generalizable to all sporting events or other market contexts.