Sport NZ Sport and Recreation Knowledge Library: New Zealand-based sport and recreation research

Using market segmentation studies to monitor and predict trends Research Completed

Title

Using market segmentation studies to monitor and predict trends

Lead Author

Greenaway, R.

Organisation(s)

Rob Greenaway & Associates

Publication Year

2001

Publisher

Rob Greenaway & Associates

Contacts

www.greenaway.co.nz

Abstract

We are fascinated by what the future holds. Life is uncertain and scary. When we are talking about attempting to predict the future, we are talking about reducing risk, and risk can be both threatening and exciting. Generally, we seek to reduce risk and increase certainty. In our profession we sweat over whether our $100,000 skatepark will be a heavy white elephant in two years. In life we want to know whether we should be going for a capped or a floating mortgage rate. Our lives revolve around risk reduction. The longer we live, and the more insular, competitive, selfish and scared of failure we become, the more paranoid about the future we will get – and the more attractive will be any mechanism that reduces our fear of the future.

Market segmentation analysis is one such tool.

Keywords:

Forecasting, Market segmentation, Analysis, Trends

How to access

Visit/Download now

Evaluation

National

Areas of Focus

Facilities, Outdoor Recreation, Physical activity, Recreation

Settings (location)

Clubs, Community, Other setting, Outdoors

Provision (delivery type & infrastructure)