Understanding Women's Lives: Re-Designing and Re-Positioning Sport and Physical Activity to Engage Women
This ground-breaking study, funded by Sport England and based on fieldwork conducted by research agency 2CV, used an innovative semi-ethnographic approach to unlock new insight around:
- Women’s Lives in modern Britain and what’s important to them;
- Women’s perceptions of sport versus fitness and how we need to re-position sport to women; and,
- How we can tap into women’s values in order to activate behaviour change towards increased levels of physical activity.
Understanding Women’s Lives: Re-Designing and Re-Positioning Sport and Physical Activity to Engage Women, Women in Sport (2015)