Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28UNDERSTANDING YOUR CONSUMERS – CONSUMER RESEARCH Fundamentally, all sports need to understand their consumers. Progress has been made with consumer research and by better understanding and using the data available to you, and with a solid foundation you can create more inclusive and strategic consumer-driven programs. When referring to ‘consumers’, this covers everyone who consumes the sport, whether it be a participant or a fan. WHY DO YOU EXIST? There is a basic and common reason for existence shared by all sporting organisations. This is to guarantee the future of the sport so it can continue to be consumed by Australians. However, each organisation has its own distinct reason for being, and own specific goals for its version of success. To maintain relevance for your sport, you must continue to evaluate these goals and continue to evolve. Becoming commercially viable and sustainable will guarantee the future of your sport and the organisation. Apart from securing the future of your sport, why do you exist? The answer to this question (which should align very closely to your mission) should not only influence decisions, but also help measure success by having clear and measurable outcomes. AusPlay data is available to sports via the Clearinghouse for Sport at