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

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cricket, consumers, market, game, ECB, sports, competition, collecting, England, entertainment, analysing, audiences, Wales Cricket Board, leisure, gathering.


If organisations discover the needs and interests of their consumers, there are benefits both for the consumers and the organisation.

Today's consumers have many choices regarding the sports and leisure activities they watch or in which they actively participate.

Cricket is one of the UK's traditional sports, embedded in our sporting heritage.

Today, however, cricket has to compete more than ever before with other exciting, entertaining sports activities.

This case study looks at how the England and Wales Cricket Board (ECB) recently undertook a substantial piece of market research.

The ECB has looked to create a framework in which cricket can succeed at all levels. This has involved establishing a clear vision of the direction in which the game should move.

The ECB initially published Raising the Standard before launching the National Strategy for Cricket called A Cricketing Future for All in 2001, which provides a comprehensive framework for taking the game forward.

Cricket has done rather well in the face of both direct competition and indirect competition, with attendance at international matches rising substantially in recent years and record numbers of people playing different types of cricket.

Younger and potentially new cricket audiences made clear that they wanted forms of entertainment with enough excitement to justify the leisure time and money they would invest in by purchasing a match ticket.

For cricket to appeal to these new and different groups of consumers, the game would have to be offered in a new, different, more exciting format.

Learning outcomes:

As a result of carefully reading this case study, students should be able to:

  • understand the nature and purpose of market research
  • link processes and practices of market research with organisational strategies
  • develop an understanding of how research methods are identified and used in practice
  • distinguish between primary and secondary research, as well as qualitative and quantitative research.

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