The next stage of this brief for us as a group is to crack on with the research, gaining insights into the target audience and then to develop ideas based off of these insights.
We decided as a group to put together a list of research areas to look into. Listed below:
- Runners in city enviroments
- Running lifestyle
- Fitness lifestyle
- Office worker/corporate fitness trends
- Commuting times to and from work
- Rush Hour statistics
- Times of the year where people are more active and less active
- Fitness and running forums
- What time do people workout
- How long people workout
I out together for part of our research a survey all about fitness and lifestyle. Below I have embed the link to our survey. Once there has been a good amount of responses, i will collate the data and transfer them into pie charts.
Below is a list of facts Adriya pulled from her research:
Active Women aged 20-35?
Over 15.97 million active women over the age of 16 in 2016.
229,400 increase from 2015.
1.88 million more than in 2012 when London hosted the 2012 Olympics.
About 7.10 million of the 15.97 are regular gym goers.
About 44% of all gyms in the UK are owned by local authorities.
Gymnastics are becoming more and more popular, specially trampolining, because it is easier to socialise with other people whilst being active.
On average 159,000 women take part in boxing, and it is one of the main sports practiced by women from disadvantaged backgrounds.
Swimming is the most popular sport with about 2.52 million women.
The most active group of women, are women aged 20-25, who are about 3 million out of the 15.97 million.
Only about 26% of women from lower socioeconomic groups are active, whilst about 40% of women from more affluent socioeconomic groups are active.
About 1 in 6 women exercises, whilst the average woman who does exercise do so about 48 times a year.
Active Men aged 20-35?
About 1 in 3 men exercises, whilst the average man who does exercise do so about 65 times a year.
- Everyone uses music to motivate them or keep them going during fitness
- People are conscious of turning up to work sweaty
- We dont like being disturbed by our phones during excercise
- We all face phsychological and mental challenges when working out / Motivation factors / Brick wall antidote
- Studies show productivity and general happiness is increased post working out
- Commuting everyday is boring and dull
- The weather restricts our ability to workout
Below I will place the a3 sheets we sketched out as a team to list our potential ideas following on and built from these insights.