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Home arrow Marketing Research News arrow Company News And Announcements July-December 2011 arrow Opinion Leader Wins First Place With New Sports Research Project
Opinion Leader Wins First Place With New Sports Research Project PDF Print E-mail
Written by Facts International   
08 Dec 2011

Opinion Leader, the London-based research agency that forms part of Chime Communications Plc, today announced it has won a new project with the Women’s Sport and Fitness Foundation (WSFF) to explore the role of the coach in recreational sports settings.

The news comes off the back of a number of recent wins for Opinion Leader – which is led by CEO Crispin Beale and Director, Sinéad Jefferies – including, the BBC, Thames Water and BSI.

This study will aim to explore the expectations that informal sports players have for their sports coach, and better understand how sport can deliver informal sports sessions to attract and retain this market.  

The research will involve focus groups amongst individuals who take part in three different types of sport: football, badminton and athletics.  

Interviews will also be conducted with the coaches themselves to explore their thoughts on what they consider participants expect from them, and what type of support and guidance they require to deliver this effectively.

Annabel Kehoe, Sports Partnership manager at WSFF, commented:
“We were delighted with the creative ideas and approach recommended by Opinion Leader. This is an important project for WSFF as we want to better understand the expectations and needs of entrant level participants in sports. We have a good relationship with Opinion Leader and are looking forward to working with their team on this project.”

Sinéad Jefferies, Director at Opinion Leader, commented:
“We are delighted to be working with WSFF on this exciting project. Our sports research capabilities are very strong, especially with the experience we can draw upon from the wider Chime Group, and we really have a unique offering to help our clients to explore the benefits of sport and gain a deeper understanding of its value in society. ”

About Chime Insight and Engagement Group (CIE)
For more information, please visit

London, UK - 7 December 2011

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