Badminton England Research Report 2011
This report provides information for BADMINTON England on the characteristics of badminton in England, and issues and opportunities that the sport faces. Secondary data from a wide variety of sources was reviewed to gauge the current state of play with regard to participation. In addition to Sport England's Active People Surveys, we reviewed facility data from Active Places Power as well as BADMINTON England's own data on clubs, coaches and individual membership.
A sample of 1,100 participants responded to an online questionnaire promoted directly through BADMINTON England and via social media. Around 400 stakeholders (including coaches, administrators, officials and facility operators) provided responses to a separate survey, with telephone interviews carried out to elicit more detailed views from stakeholders. Survey responses confirm the importance of clubs in providing the facilities, coaching opportunities and competitive environment for badminton participants - nearly three quarters of survey respondents participate in a badminton club setting.
BADMINTON England has made considerable investment in No Strings Badminton and other initiatives aimed at driving up participation. The research identifies some early signs of success among target groups (particularly students), though the sport's many stakeholders are able to identify ways in which the impact of these initiatives could be increased.
The timing of the research in 2011 allows an impression to be gained of badminton in the run up to London 2012. On the one hand, Sport England's Active People Survey suggests that participation in the sport is holding steady relative to other sports. On the other hand, badminton participants are clear that they are as involved in their sport as ever, and intend to continue for the foreseeable future.
The key theme to emerge from the research is the need to balance conflicting demands. This issue manifests itself in a number of ways including; competition with other sports for facility space; the different needs of players at opposite ends of the performance continuum; for participants, the need to fit participation around the demands of work and family; and for stakeholders, the need to manage the sometimes contrasting aims and objectives of organisations involved in delivering badminton participation.
April 2012 - April 2014