Brands, Governments, Cities and Rights Holders regularly complain of the lack of meaningful data for those that take part in Mass Participation events. The lack of data makes it virtually impossible to make informed decisions when it comes to sponsorship and grant investment. The limited understanding of the annual participant journey seems to indicate that significant marketing and participant engagement spend is made without clear insights into consumer behaviour.
Expanding on the inaugural 2018 Asian Runner Survey which was conducted in partnership with Running USA and drawing on Mike’s 30 years of data and insights experience, MPW is building a series of surveys that will help all industry verticals to understand “Mass Participation 365” – the year round journey of a mass participation participant. The surveys will be used to generate multiple annual insight reports by vertical (running, cycling, triathlon, swimming, obstacle, etc) as well as by city, country and event.
Through our extensive network, we will be partnering with a wide range of organisations to provide insights on millions of participants.
The survey methodology has been constructed so as to deliver insights that will benefit a cross section of stakeholders in the Mass Participation ecosystem including: governments, cities, brands, federations, rights holders/event organisers, Marketing, PR & digital agencies and not-for-profit organisations.
At MPW, we passionately believe that Mass Participation has a huge role to play in the future health and wellbeing of the world. The support of governments, cities, brands and organisations will be crucial. They will need data to help make investment decisions in key areas such as understanding the community (who, why, how much, how often), targeting the engaged and unengaged, commercial opportunities, social value and cohesion, health & wellbeing, planning, sustainability, and 365 engagement.
There is an opportunity for a limited number of cities and brands to become foundation partners of the MPW Annual Global Survey.
Foundation partners will have the opportunity to:
- set up a pilot project
- help develop & personalise the survey to their needs
- gain unique access to the data platform
- access comparative analysis & knowledge share.
To learn more or discuss about the MPW Research & Insights project, please contact us below: