BBC World Service: Attitudes towards women’s sports, sportswomen and women in India

The BBC World Service, an international broadcaster, researched the perceptions of gender and sport in India and not only improved business outcomes but also contributed to Indian society.

Summary

Research, at its best, not just improves business outcomes, but it makes a solid contribution to the society in which that business operates. The research for Indian Sportswoman of the Year (ISWOTY) managed to do exactly that.

The research project was complex and complicated, covering a country of more than a billion people, across 20 languages, divided up into 62 socio-cultural regions (SCRs). The fieldwork was conducted at a time of deep political unrest in the country, which made it doubly challenging that many of the questions asked were about topics that were often not discussed openly in Indian...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands