Women's sport is in the spotlight more than ever before

Elite women’s sport is beginning to gain more traction within the mainstream media and with mainstream audiences. These successes have rightly had a lot of coverage but little of this looks deeper into the significant gender inequality that still exists in sport and the underlying reasons behind it.

We have delved deeper into these biases; what they are rooted in and what the consequences are that have an impact not just on sport but on our wider society.

By speaking to experts, children aged between 7-15 and the broader UK public through a number of qualitative and quantitative research techniques we have produced a piece of sports research that can broaden our understanding of the challenges that women’s sport as a whole faces. We also believe that it can help to accelerate positive change.


This year has seen record breaking audiences across the world tune in to watch women’s sports


This year FIFA doubled the total prize money for the 2019 Women’s World Cup


Main sponsors all promised equal prominence in marketing as their male counterparts


Main sponsors all promised equal prominence in advertising as their male counterparts

Insightful & actionable

The aims of our research

We are passionate about raising the awareness of women’s sport and working with businesses to enhance their position within the market.


How We Work

Populus isn’t defined by one approach, and we never stand still. How we help you overcome your particular challenge is unique to you. Our bespoke combination of methodologies reflects both our industry-leading experience and pioneering innovation.


Populus helps clients optimise advertising by making it work much, much harder. Backed by evidence, you can ensure that your advertising reaches the right audience.


Populus’s brand research unites founding principles of psychology and the most effective research techniques. The result is meaningful research that forges and cements the emotional tie between brand and customer.


We work in partnership with our clients,  providing evidence-led insight and expert advice that ensures their campaign achieves maximum audience engagement and shifts opinions in their favour.


At Populus, we see it as our responsibility to keep abreast of technological advancements and robustly investigate many new research techniques every year.


Our research-led content, campaign measurement, strategic consultancy and social media monitoring are just a few of the ways we get you in front of the right people with our Public Relations (PR) research solutions.


Few would argue that reputation isn’t important. Tying it to commercial objectives is essential. It’s our job to find the people that matter to your business, find out what they think of you, and what you can do to enhance how you are perceived.


You Are In Good Company


What are you waiting for?

If you are looking for a research partner to help your organisation overcome its challenges, or if you simply have a question you’d like answered we’d love to hear from you.