Observation #1: Recreational Activity
Name of Event / Activity:
Date of Observation:
Setting Analysis
Describe the venue and location of the activity / event and elements which may positively or negatively influence consumer behaviour.
Consumer Analysis
Describe participant / attendee demographics: Who attends? (Gender, age, ethnicity etc):
Describe participant / attendee behaviours:
- Who do people attend with? (Alone, in groups, with family, with friends, etc):
- What do they do when they attend?
Describe participant / attendee psychographics: Based on the above, why do people attend?
Research and Market Analysis:
Describe any observable marketing materials or research efforts aimed at participants / attendees.
Describe how elements of these do / do not align with participant / attendee demographics, psychographics, and behaviours.
Observation #2: Community Sport
Name of Event / Activity:
Date of Observation:
Setting Analysis
Describe the venue and location of the activity / event and elements which may positively or negatively influence consumer behaviour.
Consumer Analysis
Describe participant / attendee demographics: Who attends? (Gender, age, ethnicity etc):
Describe participant / attendee behaviours:
- Who do people attend with? (Alone, in groups, with family, with friends, etc):
- What do they do when they attend?
Describe participant / attendee psychographics: Based on the above, why do people attend?
Research and Market Analysis:
Describe any observable marketing materials or research efforts aimed at participants / attendees.
Describe how elements of these do / do not align with participant / attendee demographics, psychographics, and behaviours
Observation #3: Professional or Elite Level Sport
Name of Event / Activity:
Date of Observation:
Setting Analysis
Describe the venue and location of the activity / event and elements which may positively or negatively influence consumer behaviour.
Consumer Analysis
Describe participant / attendee demographics: Who attends? (Gender, age, ethnicity etc):
Describe participant / attendee behaviours:
- Who do people attend with? (Alone, in groups, with family, with friends, etc):
- What do they do when they attend?
Describe participant / attendee psychographics: Based on the above, why do people attend?
Research and Market Analysis:
Describe any observable marketing materials or research efforts aimed at participants / attendees.
Describe how elements of these do / do not align with participant / attendee demographics, psychographics, and behaviours
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