The Active Scotland Household Targeting Tool is a tool to support planning, targeting and marketing around sport, physical activity and outdoor recreation at national and local levels.
Essentially the tool is a database in which Scottish households are categorised into eleven groups (or segments) based on likely attitudes and behaviours towards sport, physical activity, outdoor recreation and health. The database contains a postcode level breakdown of each of these different segments, enabling us to build a picture of likely attitudes and behaviour at a local level.
This section of the website explains more about the tool and contains a range of resources to support planning and provision.
*New data launched 2011*
The Active Scotland Household Targeting Tool outputs have been updated (1st November 2011) to extend coverage in rural areas and incorporates the latest Experian data. Check individual outputs for information on updates. Any changes between the two data sets are likely to be a result of more accurate usage of the underlying Experian data.
For more information on the tool email targetingtool@sportscotland.org.uk