Building on previous membership and post-event research carried out for Badminton England, Goodform have completed a piece of qualitative research to help Badminton England further understand its members and their needs.

Following previous research carried out by Goodform to provide an understanding of the views of current members and of event spectators, this further research has helped highlight the different requirements of members and key stakeholders.

Goodform carried out focus groups with key stakeholders: club officials, county officials, and league organisers, in order to gain insight into their perceptions of, and suggested improvements to, their relationship with Badminton England and the membership offering. To supplement this, Goodform carried out phone interviews with lapsed members, and an online survey with casual or occasional players, to ensure that views of all stakeholders are taken into account when reviewing the membership offering.

Earlier in the year, Goodform also completed post-event research for Badminton England following the YONEX All England Open Badminton Championships, surveying attendees to gain their feedback on the event and to inform marketing strategy for future years. The survey was wide ranging, covering topics such as how attendees heard about the event, their motivations to attend, and their likelihood to attend in future years, as well as their views on specific aspects of the event experience. The survey received an excellent response rate, with 30% of the 2435 ticket purchasers who were sent the survey completing it, giving a sample of 720 respondents. Such a strong sample size allowed us to analyse the results by different demographic segments to provide detailed insight and actionable recommendations for future years.

Tamsin Graveson, Marketing Manager at Badminton England said, “On the back of our long-term relationship with Goodform and the research support we have received across our membership proposition and major events we have been keen to explore the opportunities to ensure our Membership product continues to grow and develop. Goodform have helped us understand all our various stakeholder groups in detail to ensure we are meeting their current and future needs within the sport. And we are extremely excited about applying the insights uncovered.”

If you are interested in talking discussing research options with Goodform please contact Alexandra Kyrke-Smith, Goodform’s Head of Research and Insight,

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