After 17 years of dedicated service and friendship, Richard Payne is set to move on from Sporting Insights at the end of March. Below, in his own words, he reflects on what he’s learned in the business, why great insight matters, and how to deliver it.
When I joined Sporting Insights, or as it was called, Sports Marketing Surveys, back in the spring of 2008, I couldn’t begin to imagine the career that was in front of me with such an amazing agency for 17 years. From my initial interview analysing cross-tabs of data in a pub outside Alton – as recruitment for the position I had seen was closing that week – to working in weather that was more appropriate to a fish during the 2010 Ryder Cup and having the honour of presenting the key note speech during the Industry Lunch at The Open Championship, the experiences and memories I have made during my time at Sporting Insights will remain with me forever. So rather than simply write an emotional goodbye, I thought I would take this opportunity to share a glimpse into what I’ve learned along the way.
1. The value of consistency
Sports research, at its core, is all about long-term consistency—whether it’s in collecting data, analysing trends, or understanding patterns over time. This job taught me how crucial it is to show up every day, even when the results aren’t immediately rewarding. It’s a reminder that progress in any field requires patience, persistence, and an unwavering commitment to the process.
2. The power of collaboration
For years, I worked alongside brilliant minds who shared my passion for sports and data analysis. The importance of collaboration became increasingly clear. Great ideas often emerge from dialogue, and the best outcomes are a result of diverse perspectives. While individual research can be rewarding, it is the strength of a collective effort that leads to truly groundbreaking work. Brainstorming, testing ideas, discussing outcomes, and collaboratively evaluating recommendations shows the importance of strong teamwork.
3. Adaptability is key
The world of sports research is ever-evolving, with new technologies, methodologies, and insights constantly emerging. What I learned most was the necessity to adapt. Whether it was a new model or an unexpected shift in the sports landscape, the ability to remain flexible, learn quickly, and adjust are critical for success. These are cornerstones of how Sporting Insights conduct their business.
4. Trust and friendship are everything
Over the years, the relationships I’ve built with colleagues and clients are the area that I will cherish the most. Sports research is rightly challenging, but with trust and genuine friendships, the work becomes much more meaningful. The collaborative spirit that fosters trust doesn’t just enhance research, but also creates bonds that transcend the workplace. I’ve learned that friendships formed during intense projects and shared goals are priceless and often last far beyond the job itself – most often on to the golf course or 19th hole.
5. The importance of data integrity
In the world of sports research, data is everything. Throughout my career, I learned that maintaining the highest standard of integrity in our data collection, analysis, and interpretation is critical. Upholding data integrity is not just about professionalism—it’s about ensuring that the research we do stands up to scrutiny and serves a greater purpose. This also means ensuring that even if the results may not be what the client was expecting – or perhaps hoping for – data integrity, and reporting are key. Often this data integrity leads to new opportunities anyhow.
6. Mentorship is invaluable
Over the years, I’ve had the privilege of being both a mentor and a mentee. The mentor-mentee relationship in any field is an incredible source of knowledge and emotional support. I’ve learned that the best research isn’t just about the data but about nurturing the people around you, encouraging them, and helping them reach their full potential.
A special mention needs to go to both Stephen Proctor and my long-time mentor, but most importantly, friend – John Bushell. I learned so much from both of these amazing gentlemen both in terms of business but, critically, the importance of treating everyone with the same level of respect, regardless of job title, and that honesty and integrity is not something to just choose but to live by.
7. The changing landscape of sports
Over the years, I’ve witnessed first-hand how much the world of sports has evolved, particularly through the lens of data. Sports has become a more data-driven industry, and the ways in which all stakeholders use research are constantly changing. Understanding this transformation and the context to which it applies to your business, event or brand is what makes the difference between simple data and meaningful INSIGHT. Sporting Insights are the best at helping clients achieve this.
8. Never stop learning
Sports research is about asking the right questions to help learn and grow. Engaging with an agency who are inquisitive and truly want to help clients answer these questions will help businesses unlock the insights that will give you the confidence to take your next steps.
Conclusion
Leaving Sporting Insights after 17 years marks a new beginning, but it’s also a moment to reflect on everything that’s been. As I take what I’ve learned and carry it into the future, I know that the lessons of persistence, collaboration, trust, data integrity, and resilience will guide me in whatever comes next.
I will also carry forward friendships across the many sports and clients that I have worked with and met through the insight industry. Something to cherish and never take for granted. We work in a special world.
I am looking forward to engaging with Sporting Insights as a client in the years to come and would encourage everyone in the sports industry to reach out to the team and just engage with a discussion. John and the team are simply the best at listening to what ever problem areas you may have and devising the right research to help find the answers to your questions.
It’s not always easy to close a chapter, but sometimes it’s necessary to write a new one.
Here’s to the next adventure!
Richard
Richard’s last day at Sporting Insights will be Friday 28th March. Until then he can be reached at Richard.payne@sportinginsights.com
For any other questions or comments please contact John Bushell, Managing Director, on john.bushell@sportinginsights.com.
