7 September 2015

Understanding Women’s Lives

pdf / 1.47 MB

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.

Citation Attributions:
Understanding Women’s Lives: Re-Designing and Re-Positioning Sport and Physical Activity to Engage Women, Women in Sport (2015)