The firm, part of the Chime Insight and Engagement Group, will carry out focus groups with people who take part in football, badminton and athletics, as well as interview coaches themselves to explore their thoughts on what they think participants expect from them and what type of support and guidance they need to deliver.

Annabel Kehoe, sports partnership manager at the WSFF, said: “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.”