Ipsos wins Sports England task involving massive CATI survey

LONDON – Ipsos UK's public affairs unit has won a major research project for government body Sport England, claiming it is the largest CATI survey yet undertaken by an agency.

The research will involve completing 354,000 20-minute interviews across all local authorities in the country looking at what sport is already being played as well as insight into attitudes towards sport across different life stages and environments.

Sam McGuire, director of Ipsos Public Affairs, claims the survey is the largest taken by an agency and will have a significant impact on sports in the UK.

"Not only is this the largest CATI survey ever undertaken by an agency but the scope of the project is phenomenal and promises to have a real impact on the role of sport in our lives," he said. 

Nick Rowe, Sport England's head of strategy and research, said the data from the survey provide will be critical in framing government policy in years to come.

"Sport has the ability to change people's lives and this project will play a critical role in helping us to understand people's attitudes, identify barriers to physical pursuits, and inform policy," Rowe said. 

The questionnaire will be finalised over the coming weeks with fieldwork commencing in October.

Results will be reported back by the end of 2006. A decision will also be made as to whether to continue the survey every three years.

Sport England is the organisation responsible for delivering the government's objective to increase participation in sport.

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