Nova was keen to gain a better understanding of their participants’ motivations for taking part in runs as well as their training and support requirements. Nova therefore commissioned Explain to hold focus group discussions with participants of their three biggest runs (Great North, Great Manchester and Great South Run).

Explain found that running type was not sufficient on which to segment participants as variations within runner types were massive. For example, fun runners included both first timers looking to lose a bit of weight although the way through to ex-marathon runners who had only slowed down due to age or injury. The discussions enabled us to segment the Bupa Great Run Series runners market into distinct groups based on level of commitment, experience and motivations rather than just running time; which has massive implications for communication and marketing.

The research also provided key recommendations as to how to develop training and support tools for each of the segments based on their needs, which Nova are now in the process of developing considering options such as smart phone apps and online forums.

Explain has impressed me throughout every aspect of the project. It was well managed and I was regularly kept up to date with progression without too many demands on my own time. Focus group moderation was excellent and really dug up those essential insights.  Explain developed a results presentation which pulled together the findings of the research but also delivered recommendations as to how we can shape our services and communication strategy as well as a segmentation model which is key for us to tailor what we deliver in the future.

Catherine Foster, Marketing Manager, Nova