Richard Payne

Sports Marketing Surveys (SMS) is a sports and leisure specialist research agency with global reach and 35 years’ experience. Its full range of quantitative and qualitative approaches provides comprehensive analysis in more than 100 sports. The resulting insight and strategic recommendations support some of the biggest brands, retailers, events, venues, federations and governing bodies around the globe to grow their business and get closer to the people who matter. With the support of the EOG and OIA, SMS is planning to launch a retail audit for the outdoor sports industry in late 2022.

Sports Marketing Surveys

Having worked in the market research industry since 2006, and with SMS since 2008, Richard has a real passion for sport and leisure combined with a flair for interpretation and analysis of numbers.

As a Director for the company, Richard is responsible for the company’s overall strategy as well as day-to-day contact with many of SMS’ key clients, specifically in the outdoor, golf, federations and new-technology markets. He brings enthusiasm and a real desire to understand client problems. Insightful questioning enables him to arrive at solution-driven research programmes and his consultative approach ensures that clients maximise the value of any research commissioned.