We were selected by Active Calderdale due to our specialism in social media research. Their partner organisation ROKT is also a significant contributor to physical activity in the area, so our expertise was clear.
Given the scope of the project and the uncertainty around the findings, the decision was made to run a trial 2-year retrospective analysis; to enable us to look back over the past two years at mentions of physical activity in the borough, and build insight from there.
Working together with Active Calderdale, we produced a list of specific keywords and phrases around physical activity. This list contained around 500 terms, which certainly didn’t cover everything, but was enough to get us started.