In the current market, the focus is more and more on building long-term relationships with clients in which value is created, communicated and delivered. This also means developing a new customer relationship focus that goes beyond the consumer orientation that has thus far dominated the practice of marketing. In a user-driven approach, the basis is no longer the product range, the world of the manufacturer or supplier, but rather the experience of the user. This has implications not only for manufacturers and service providers, but also for marketeers and market researchers. We feel that the most commonly used methods and techniques do not answer to the new demands of the market. We have therefore adapted emerging generative user research methods from the field of design as a basis for a truly user-driven market approach. As part of the Fitness in Motion project -a programme aimed at helping the health club industry develop a stronger customer orientation- we applied Contextmapping, a generative technique that has already proved its worth in the world of industrial product development and interaction design.
Background: Health-enhancing physical activity (HEPA) promotion programs are implemented in sports clubs. The purpose of this study was to examine the characteristics of the insufficiently active participants that benefit from these programs. Methods: Data of three sporting programs, developed for insufficiently active adults, were used for this study. These sporting programs were implemented in different sports clubs in the Netherlands. Participants completed an online questionnaire at baseline and after six months (n = 458). Of this sample, 35.1% (n = 161) was insufficiently active (i.e. not meeting HEPA levels) at baseline. Accordingly, two groups were compared: participants who were insufficiently active at baseline, but increased their physical activity to HEPA levels after six months (activated group, n = 86) versus participants who were insufficiently active both at baseline and after six months (non-activated group, n = 75). Potential associated characteristics (demographic, social, sport history, physical activity) were included as independent variables in bivariate and multivariate logistic regression analyses.
Neighbours have been found to influence each other’s behaviour (contagion effect). However, little is known about the influence on sport club membership. This while increasing interest has risen for the social role of sport clubs. Sport clubs could bring people from different backgrounds together. A mixed composition is a key element in this social role. Individual characteristics are strong predictors of sport club membership. Western high educated men are more likely to be members. In contrast to people with a nonWestern migration background. The neighbourhood is a more fixed meeting place, which provides unique opportunities for people from different backgrounds to interact. This study aims to gain more insight into the influence of neighbours on sport club membership. This research looks especially at the composition of neighbour’s migration background, since they tend to be more or less likely to be members and therefore could encourage of inhibit each other. A population database including the only registry data of all Dutch inhabitants was merged with data of 11 sport unions. The results show a cross-level effect of neighbours on sport club membership. We find a contagion effect of neighbours’ migration background; having a larger proportion of neighbours with a migration background from a non-Western country reduces the odds, as expected. However, this contagion effect was not found for people with a Moroccan or Turkish background.
