Using market research to improve consumer focus
An England & Wales Cricket Board case study

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Page 5: Meeting consumer needs

Findings from both the quantitative and qualitative research clearly highlighted some of the major barriers that discouraged people from attending cricket matches. For example, many people:

  • didn't know about events and were unsure how to find it
  • were concerned about the value of the entertainment in relation to other activities
  • wondered about how inviting the cricket grounds were.

The research showed that there was significant interest in cricket on the part of a range of different groups of consumers who wanted:

  • easy access to information telling them when and where matches were taking place
  • virtually guaranteed entertainment, so there would be an enjoyable return on time and money invested
  • a socially inviting environment where they would feel welcome, irrespective of their class, gender, age or race.

Any new cricket product needed to be targeted at specific market segments which could be identified, isolated and 'worked on' e.g. with mail shots. At the same time the research suggested that although any new product had to be seen as new and different from existing forms of cricket, the ECB would not have to re-invent the game. Many of the potential consumers who did not attend cricket matches liked cricket, but felt that cricket matches needed to be more exciting and less time-consuming.

England & Wales Cricket Board | Using market research to improve consumer focus