The Royal National Lifeboat Institution (RNLI) in partnership with the Maritime and Coastguard Agency (MCA) and the Royal Yachting Association (RYA) commissioned Substance to undertake audience profile research. As part of a series of research studies profiling audience segments and their attitudes to risk, the study sought to examine the attitudes and behaviours of yacht sailors,
The RNLI and the MCA wanted to understand more about yacht sailors’ attitudes to risk and safety, their patterns of participation and their behaviours. The specific objectives for this project were to:
We adopted both qualitative and quantitative methods when approaching the research questions. The mixed method approach involving:
The research was aimed at yacht sailors based in the UK. The project focused on participants’ experiences of sailing onboard yachts, including both cruising and racing. The project methodology took care to incorporate and allow for the different types of sailing in which respondents participate and the differing roles they can undertake.
For further information and to download a copy of the report, please click on this link: Publication Download