The second section of Table 2 was based on an academy’s characteristics. The results
were quite negative and really of no importance to Jiu Jitsu participants. The results did notshow a trend of any sort nor concrete evidence around which to build a marketing plan. The third and final section was the instructor’s characteristics and their importance. Two characteristics were “extremely important” to the participants, and they were the instructor’s qualifications (49%) and depth of knowledge (50%). Not far behind those characteristics,friendliness had 39% saying it was “extremely important.”